1. Chapter 15
1.1. Budget
1.1.1. for new products large budget (to raise awareness and provoke trials)
1.1.2. established brands spend less - usually some proportion to sales
1.1.3. less differentiated products (like soda, airlines, banks, beer) need HEAVY advertising
1.2. Ads
1.2.1. Reach: how many people seen your ad
1.2.2. Frequency: on average how often each person sees your ad
1.2.3. Impact: how powerful your ad is
1.2.4. Gross Rating Points (GRP): E = R × F exposure = reach * frequency
1.2.5. WE = R × F × I
1.2.5.1. how many effective times your ad is seen
2. Chapter 13
2.1. specialty store
2.1.1. one narrow product line
2.2. department store
2.2.1. several product lines
2.3. supermarket
2.3.1. low margin, high volume
2.4. convenience store
2.4.1. small store near residential ares
2.5. discount store
2.6. off-price retailer
3. Chapter 14 (Communications)
3.1. Mass communication
3.1.1. mass promotions for ads on streets, discounts, events
3.2. Direct / personalised communication
3.2.1. more targeted, based on data, now often sthrough digital marketing
3.3. Budget
3.3.1. affordable method - all you can afford
3.3.2. percentage of sales method
3.3.3. competitive parity method
3.3.4. objective and task method
4. Chapter 16 (sales force)
4.1. Types of structure
4.1.1. Territorial
4.1.1.1. a salesperson sells in specific geographic area
4.1.2. Product
4.1.2.1. a salesperson sells specific products assigned to him (like phones or fridges)
4.1.3. Customer
4.1.3.1. a salesperson sells to specific type of cutomer
4.1.3.1.1. example: bank one team sells to humans, one to corporate business people etc
4.1.4. Complex
4.1.4.1. combination
4.2. Sales force size (can make calculation task)
4.2.1. 1. Total workload 2. Number of salespeople.= Total workload / one salesperson's capability
4.3. Sales promotion is short-term
5. Chapter 17
5.1. specific taergeting
5.1.1. direct and digital marketing
5.2. Digital media types
5.2.1. owned
5.2.1.1. our website. our emails
5.2.2. paid
5.2.2.1. ads
5.2.3. earned
5.2.3.1. others film reviews
5.3. Social media - push channel Search engine - pull channel
6. Chapter 19 (global marketing)
6.1. Market entry strategy
6.1.1. Exporting
6.1.1.1. the least risky
6.1.2. Joint venture
6.1.3. Direct investment
6.2. Marketing program
6.2.1. Standardised
6.2.1.1. Advantages: greater brand power, reduced costs
6.2.2. Adapted
6.2.2.1. larger market share and return
6.3. Pricing strategies
6.3.1. Uniform pricing
6.3.2. Market based price
6.3.2.1. what ppl can afford
6.3.3. Cost based price