Read chapters 3 & 4.
In Chapter 3 on page 45, select one question in the Learning Outcomes (at the top of the page) and answer it in a 1/2 -1 page.
1. Identify economic changes that gave rise to advertising.
2. Discuss how the relationship between marketers and retailers has changed over time.
3. Describe significant eras of promotion in the United States, including the impact of social change on promotion.
4. Define consumer empowerment and branded entertainment.
5. Identify forces that will continue to affect the evolution of integrated marketing communication.
In Chapter 4 on page 67, select one question in the Learning Outcomes (at the top of the page) and answer it in a 1/2 – 1 page.
1. Explain the process of STP marketing.
2. Describe bases for identifying target segments.
3. Discuss criteria for choosing a target segment.
4. Idenfiy the essentials of positioning strategy.
5. Review the necessary ingredients for creating a brand’ value proposition.
book：Marketing, Essential techniques & strategies geared towards results
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