MKT 263: Chapter 1 Assignment 1. In a shot essay describe you understanding of the Role of Marketing in our daily lives. a. Key concept terms: Marketing Exchange, Value, Marketing Mix, Brand Identity. b. Pages: 7-8 C. Maximum word count 500 2. In your own words, explain the role IMC plays in the process of developing and sustaining Brand Identity. a. Key terms: Integrated Marketing Communication (IMC), Brand Identity, Sustainability b. Pages:12-16 C. Maximum word count: 250 3. In a short essay describe your understanding of Promotion as an element of the marketing mix. a. key concept tems: Promotional Mix, Advertising, Direct Marketing, Digital/Internet Marketing Sales Promotion, Publicity and Public Relations, and Personal Selling. b. Pages: 16-27 C. Maximum word count: 800 4. Illustrate your understanding of the Integrated Marketing Communication (IMC) Audience Contacts. a. Key Terms: Audience Contact, Contact Point Relative Impact, Marketers Control over Contact Point b. Pages: 27 to 29. C. Maximum word count: 250