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four marketing factors
- product
- price
- place
- promotion
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how to build your brand
- chose the right name
- logo
- good rep
- brand personality
- communicate personality to target market
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logo
short for logotype, a company trademark or sign
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trademark
any word, name, symbol, or device used by an organization to distinguish its product
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philanthropy
a concern for human and social welfare that is expressed by giving money through charities and foundations
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foundation
a not-for-profit organization that manages donated funds, which it distributes through grants to individuals, or to other nonprofit organizations that help people and social causes
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not-for-profit organization
an entity formed with the intention of addressing social or other issues, with any profits going back into the organization to support its mission
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cause-related marketing
marketing inspired by a commitment to a social, environmental, or political cause
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goodwill
an intangible asset generated when a company does something positive that has value
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marketing plan
identifies organizatons marketing strategy and tactics to create a comprehensive statement of how it will secure and retain its customers, includine four p's
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marketing analysis
brings together the various strategic and tactical components of the marketing efforts into a single comprehensive section
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breakeven units
fixed cost/ gross profit per unit; tells if marketing plan is viable
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importance of marketing plan
- merit
- using market studies
- tagert market
- evaluate competition
- price strategy
- advertising plan
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indentify critical components of marketing plan
- opportunity analysis
- marketing analysis
- financial projections
- implementation time line
- measurement
- supplemental information
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