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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.
Drepturi de autor:
Attribution Non-Commercial (BY-NC)
Formate disponibile
Descărcați ca DOC, PDF, TXT sau citiți online pe 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.