Marketing 썸네일형 리스트형 CUSTOMER CENTRICITY The goal of the firm is to maximize shareholder value Maximum profits through volume and cost reductions Market share as a key performance indicator Growth through extending the product Product-oriented organizational structure The competitive advantage: product expertise !!This is the product-centric approach to business… 더보기 Repositioning a Brand 보호되어 있는 글입니다. 더보기 Persuasion PersuasionAn active attempt to change belief and attitude ! Caveat: Difficult! ! Elaboration Likelihood Model "Two Routes to Persuasion: Systematic (central) and Superficial (peripheral) Processing Elaboration Likelihood Model Central Route to Persuasion ! When motivation (involvement), opportunity and ability to process marketing messages are high Focus mainly on !central cues" in the message! .. 더보기 Rules about Color Brand Elements Choosing a color Choosing a slogan/tagline Rules about ColorUltimate goal is to own a color (e.g, Tiffany’s light blue, Mary Kay’s pink) Color can also be used to separate product lines Different viewers experience color differently Ensuring consistency of color across platforms/media is difficult Colors can create very strong perceptions Luxury colors: gold silver bl.. 더보기 Brand Elements A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations: "Brand Name "Logo "SymboCharacterPackagingSloganQuestions re: Brand Elements ! How well do the brand elements work together to provide an identity for the product or service? ! What would customers think about the product if they only .. 더보기 Perception The process of developing an interpretation of a stimulus, or, in other words, deciding what a stimulus means.It is perhaps the most crucial process in customer behavior for two reasons: What customers perceive is what affects their actionsWhat is perceived is not necessarily what is "true" ! Perception is constructive; people construct interpretations on the fly. The meanings are constructed as.. 더보기 Messages that Catach On and Get Shared 더보기 Decision Process is staged Decision Process is stagedAssortment stage, Variety is good.At the choice stage variety cab be very complex 더보기 Shopping Process Need a trigger to begin shopping process ◦ Create new goals ◦ Emails/communiques ◦ Create urgency ◦ Regular scheduling ◦ New innovations ◦ “fashion shows” ◦ Social media dialogues When the perspective customer enters the market (e.g., when the toaster breaks) If not a natural need, then need to create the need THEN people pay attention to products/brands related to the category Implication.. 더보기 Shopper marketing Shopper marketing Decision process is staged Process is 24/7 and omni-channeled Need to understand the shopping experience from the shopper’s point-of-viewShoppers make impulse purchase decisionsShoppers make decisions on habit, intuition and emotionShoppers make decisions based on what they see (and miss)Shoppers think in terms of personal relevance (who is it for? When do I use it?) You .. 더보기 이전 1 2 3 다음
