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MGM Lecture 1 - Intro. to Marketing

by: Alex

MGM Lecture 1 - Intro. to Marketing 301

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About this Document

First week of notes to be continued next week
Dr. Dick
Class Notes
Marketing, business




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This 1 page Class Notes was uploaded by Alex on Tuesday January 26, 2016. The Class Notes belongs to 301 at University at Buffalo taught by Dr. Dick in Spring 2016. Since its upload, it has received 214 views. For similar materials see Marketing in Business, management at University at Buffalo.

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Date Created: 01/26/16
MGM Lecture 1 – Intro. To Marketing  The Four P’s: Product, Price, Place, & Promotion (Regarding advertisement, will get more in depth in later lectures)  Advertising Age’s Top 5 “Marketers of the Century”: 1. Proctor & Gamble: a. Multiple Branding – Many brands in many market segments; focusing on individual brands, giving them individual identity (E.g. – Charmin/Pringles) b. Family Branding – Name on every product (E.g. – Nike) i. Trading on good brand name, place all your eggs in the same basket c. Size ($70B), Brand Management Concept, Internet, & Consumer Research 2. McDonald’s: a. Target audience are tweens (10-12) b/c they are young, and can be longer lasting customers b. Transformational advertising c. Consumer research d. Hamburger University – How they train those who want to run a restaurant, especially after the criticisms and suits they received a few years back e. Competing on price is “lazy” & generally unsustainable  lose $$ 3. Coca Cola: a. Coca Cola is one of the largest brand equities in the country i. Brand Equity – value in brand name 1. E.g. – sell Coca Cola  Value of Company ($) – Tangible Assets Value (trucks, office supplies, etc.) = Brand Equity 4. Anheiser Bush 5. Nike


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