Marketing Assignment 1 and 2

JWI 518: Marketing In a Global Environment Assignment 1 : Key Terms and Concepts

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 1: Key Terms and Concepts (1198) Page 1 of 2

The table below lists major terms and concepts used in Assignment 1, the Campaign Brief. The key terms and concepts are defined and put into context in relation to their use in this assignment.

Sources: • Kotler, Kartajaya & Setiawan. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: Wiley. • Clemente, Mark N. (2002). The Marketing Glossary. New York: AMACOM

Term Definition

Campaign A series of promotional messages featuring a common theme and scheduled to run during a designated period of time. May include advertising, public relations activities, sales promotions, and direct marketing.

Campaign Brief A document that describes the theme for the campaign, states its goals, and describes how these goals will be accomplished. Some examples of campaign goals are: an increase in awareness, an increase in sales, and/or an increase in acquiring new customers.

Chief Marketing Officer (CMO)

A Chief Marketing Officer (CMO) – also known as a Global Marketing Officer or Marketing Director - is a corporate executive responsible for marketing activities in an organization.

Database Marketing Database marketing is a form of direct marketing that uses customer data, stored in databases, to generate personalized marketing messages to both prospective and existing customers. The database system enables users to enter, retrieve, sort, edit, and index the stored information.

Features Characteristics or attributes that supplement a product’s basic function. These are used by the marketer to advertise extra advantages of the product. For example, if a laptop is thin and lightweight, these are features that may add to its basic functionality in attracting purchasers.

Market Research Information that relates to a specific marketing opportunity or problem, and the process of collecting, analyzing, and reporting this information.

JWI 518: Marketing In a Global Environment Assignment 1 : Key Terms and Concepts

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWI 518 – Assignment 1: Key Terms and Concepts (1198) Page 2 of 2

Term Definition

Demographics The study of a market’s composition based on socioeconomic variables, such as age, sex. Occupation, religion, level of education, race, nationality, income, or family size. Demographic information is useful in analyzing consumer behavior because buyer wants, preferences, and product usage patterns often are similar among members of a given demographic category.

Target Audience or Target Market

The segment of a population to which advertising and other marketing communications are directed. Target audiences are usually defined in terms of geographic, demographic, or psychographic attributes. Marketers study target audiences and their characteristics in order to devise impactful promotional strategies.

Values and Beliefs These are deeply rooted ethical traits, underlying a person’s worldview, which have a significant effect on their purchasing decisions.

Point of Differentiation A point of differentiation, also known as a differentiator, is a key characteristic of a product or service that distinguishes it from similar items offered by other companies.

Social Media Electronic media platforms that allow customers to share text, images, audio, and video information with each other and with companies or non-profit organizations. Some examples are Facebook, Twitter, Instagram, Pinterest, and LinkedIn.

Value Proposition A brief statement from a marketer offering a set of benefits that will satisfy one or more needs of the customer.

Media Channel The avenues through which messages are sent. In marketing, these refer to the means by which promotional communications are disseminated to the target market. The target market may include customers, other businesses, partners, or non-profit donors. Some examples of media channels are print media, radio, television, blogs, video blogs, direct-to-customer mail, email, and social media platforms, such as Facebook, YouTube, LinkedIn etc.