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Marketing as Function Identifying Opportunities o Marketing Information System o Buyer behavior Develop Strategies o STP (Segmentation, Targeting, Positioning)

g) Implementing o Implement strategies using Marketing Mix (4Ps) Controlling o Marketing administration (Sales analysis, Market Share analysis, Stocking Analysis)

Consumers are not equal o Different willingness to pay (monthly/ fixed) o Different technological requirements o Different bundling inclinations o Different adoption psychology

And thats why, what they value is different. Marketing Strategy is choosing the appropriate value of the product for specific group of consumers. Integrating marketing mix (all 4Ps) to have consistent, focused meaning to the brand is what Integrated Marketing (Classical Marketing Approach) is all about.

Brand Managers are central coordinators of all marketing activities for their brand and are responsible for developing and implementing the marketing plan & programs.

FMCG o They o They o They o They o They Segments are are are are are used at least once a month used directly by the end-consumer non-durable sold in packaged form branded

o Personal Care, Household Care, Packaged Food and Beverages, Spirits and
Tobacco

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BOI Business Opportunity Index BCI Business Capability Index

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A Stock Keeping Unit, or SKU (pronounced either as an acronym or as an initialism is a unique identifier for each distinct product and service that can be ordered from a supplier. Usage of the SKU system is rooted in data management, enabling the merchant to systematically track their inventory, such as in warehouses and retail outlets.
An imaginary product, called a widget, has a part number of 1234. It is packed 20 to a box, and the box is marked with the same part number 1234. The box is then placed in the warehouse. The box of widgets is the stock keeping unit (SKU), because it is the stocked item. Even though the part numbers are interchangeable to mean either a widget or a box of widgets, the box of widgets is the stocked unit. There may be three different colours of widgets; each of these colours will be a separate SKU. When the product is shipped, there may be 50 boxes of the blue widgets, 100 boxes of the red widgets, and 70 boxes of the yellow widgets shipped. That shipment would be said to have been a shipment of 220 boxes, across three SKUs.

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VALS- Values, Attitudes and Lifestyles

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Pricing Methods
Markup Pricing Target Return Pricing Perceived Value Pricing Going-Rate Pricing Sealed-Bid Pricing

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AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service: A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising) D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing.

Nowadays some have added another letter to form AIDA(S): S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals to a product.

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Media Planning Vocabulary


Media Class: Media Class is a type of medium such as television, radio, news paper, etc. Media Vehicle: Any particular brand of any media type, which carries the advertisement is a media vehicle such as star plus, the times of india, femina

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Media Option: This is a detailed description of an advertisements characteristics other than the copy & art such as size/ length, color, location, etc. Readership: Average number of readers, per edition for a print vehicle. Viewership: Average number of audience viewing a particular vehicle of a television programme. Hits: Average number of surfers visiting an internet site in a specified time period (usually a month) Geographical coverage: used for radio audience. This refers to the geographical coverage of the radio station CPM: Cost per thousand (million) Rating: Percentage of TV owning households exposed to a vehicle (TV) Reach: The total number of different people who have been exposed to the campaign Frequency: The average number of times the target audience was exposed to the campaign GRP (Gross Rating Points): Gross exposures or media weight. Total number of exposures generated by a media plan i.e. reach times frequency As indicator of advertising weight: 400 GRPS vs. 200 GRPs. As common unit of measure for: planning future advertising evaluating results.

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Scheduling & timing Decisions


Flighting (Burst)ContinuousPulsing-

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