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Define the Exchange process
Exchange process is developed and managed by researching consumer/ stakeholder needs, identifying, selecting and targeting particular groups of stakeholders / consumers who share similar discriminatory characteristics, including wants and needs and developing an offering which satisfies identified needs at an acceptable price and is made available through particular sets of distribution channels. Next task is to make the target audience aware of existence of the offering. Where competition or other impediments to positive consumer action exist, like lack of motivation or conviction, a promotional programme is developed and used to communicate with targeted group.
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State the Objectives of marketing communications Objectives of this module are to: Examine concept of exchange in the marketing context; Assess role of promotion in t
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Facilitating function: These functions make the marketing process easy and include financing, pricing, risk bearing, standardization and the market information etc. 1.
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discuss the henry assael model on buying decision behaviour
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