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Communication mix is changing
no longer can the traditional grouping of promotional tools be assumed to be most effective forms of communication. This brief outline of elements of the promotions mix signals some key characteristics: extent to which every element is controllable; whether it is paid for by the sponsor; and whether communication is by mass medium or undertaken personally. One extra characteristic concerns the receiver's perception of the credibility of source of the message. If credibility factor is high, then there is a greater likelihood that messages from that source would be accepted by the receivers.
Question 1: (a) Discuss any five factors that need to be considered when drafting an offer. (b) Once the offer has been drafted, what could be done to make that offer more
Explain Henry Assael Model of buying decision behavior .
if a consumer buys an item through a catalog over the phone with a credit card, is the credit card a channel member?
Consumer perceptions of value Consumers are usually going for value. They feel that they have bought the right product to satisfy their requirements and paid a fair price for
Explain about the focus of societal marketing concept. Societal Marketing Concept: Focus: The focus of the firm follow societal marketing idea is to prevent many social
Question 1: (i) Distinguish between global marketing and international marketing. (ii) Explain the similarities and differences of a free trade area, a customs union, a comm
What are the various strategies of product mix
Methods\Devices of sales promotion: the various sales promotion devices can be classified in three ways as shown in figure below: 1. consumer promotion: sales promotion direc
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Question: (a) Members of the marketing channel perform eight key functions. Describe these functions. (b) Differentiate between horizontal conflicts and vertical conflict
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