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Brand equity adds value bcos of brand name,role:identify maker, offer legal, Signal level of quality.Adv's:improved perceptions of product performance,greater loyality,less competition,no crisis effect,large margins, great trade cooperation.
Brand equity adds value bcos of brand name,role:identify maker, offer legal, Signal level of quality.Adv's:improved perceptions of product performance,greater loyality,less competition,no crisis effect,large margins, great trade cooperation.
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Brand equity adds value bcos of brand name,role:identify maker, offer legal, Signal level of quality.Adv's:improved perceptions of product performance,greater loyality,less competition,no crisis effect,large margins, great trade cooperation.
Copyright:
Attribution Non-Commercial (BY-NC)
Formati disponibili
Scarica in formato DOC, PDF, TXT o leggi online su Scribd
Identify target Audience, determine objectives Design communications, Select communication mix elements, establish budget, Decide on media mix, Measure results/manage IMC 17.Elements of the communication Mix Ads,Direct&interactive Mktg,sales promotion, Events/Exp’s,Personal selling,public relations,w 9.brand equity adds value bcos of brand name,role:identify maker, offer legal, Signal level of quality.Adv’s:improved perceptions of product performance,greater loyality,lesscompetition,no crisis effect,large margins, great trade cooperation. Brand Elements:names,slogans,symbols,logos,characters,URL’ s Strategies for sustaining sales Brand extension strategy:existing brand-new produt in 12. Improve product quality, different category, ben &jerry candy bars.Branding add new features, and improve strategies:Family-arm& hammer-bakindsoda,soap styling,Add new models and ,Individual-p&G:Tide,Gain,Combination-Ford Mustang. flanker products,Enter new 10.Approaches to positioning:head-to-head:positioning market segments,Increase the pro directly with competitors,Differentiation:seeking distribution coverage,Shift less competition due to uniqueness ex southwest from product-awareness airlines.low price v high quality,taste vlow advertising to product- calories,powerful vsafe,nutrional v good tasting. preference advertising,Lower 17.designing the comms:message strategy,creative strat, prices to attract the next layer Message source personal and company,global adaption. of price-sensitive buyers Vertical conflict-between intermediaries at differn leve/horizatal :at same level = 12.consumer product classified, affects what products 13.Distinctive Characteristics of Services: Intangibility: can’t consumers buy &the marketing strategies used: be physically touched andexamined,Inseparability:hard to separate the service itself from thprovider,Variability:hard to standardize services to the same extent as products Perishability:can’t “store” services either at the provider’s location or at the customer’s DeterminantsServiceQuality:Reliability,timeliness,knowledge / Expertise,understanding/sympathy, Improving quality:listening,basic service,performance,expectations,plan failure.Demand side: Width:productline,depth:item,length:total,packing Differential pricing,Nonpeak demand,Complementary objectives: Identify the brand,Convey descriptive servicesReservation systems.supply side: Part-time employees &persuasive information,Facilitate product Peak-time efficiency,Increased consumer participation,Shared transportation& protection,Assist at-home storage,Aid services,Facilities for future expansion product consumption 17. ideal ad camp:right consumer is exposed to themessage at 16.dealer-all,wholesaler-retailer,retailer-cust,agent-w/s the right time&place,ad causes consumer to pay Channels:direct,indirect,dual.Push-incentives to attention,reflects consumer’s level of understanding & intermediaries to sell,pull:ads to attract cust to buy from behaviors with product,correctly positions brand in terms of inter.Exclusive,Selective,Intensive:No.of points-of-difference and points-of-parity,motivates consumer to Inter’s/Designing a marketing channel:analyze consider purchase of the brand,creates strong brand associations customer needs,establish channel,identify major channelalternatives,evaluate them.