marketing notes test 1

marketing notes test 1 - Proctor Gamble Soap operas...

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Proctor Gamble Soap operas Internet mktg Brand mgt Research (beginning to lose gorund in mktg field) McD Reliability-same food Convenience-locations Transformational mktg Tweens Im lovin it Emotional advertising to appeal to consumers Uniform redesign MTV partnership/product placement in music videos Coke 80% profit outside US most valuable brand in world largest brand equity in world (aka biggest value for brand name alone) feel good advertising
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Anheuser-Busch ½ beer mkt in US I love you man, wassaaaaa (aka creativity) Owns 15% interest in Corona Nike Sports=fashion statement Labor practices? Wal Mart Retailer of the century Largest corp in terms of sales Sam’s Club, WalMart, Supercenters Cities want to keep it out – low wages, others go out of business Legal controversies – Julie Roehm, part time employees, meal breaks, anti-union? Marketing Organizational function Create Communicate Deliver value Manage consumer relationships to benefit organization and stakeholders Exchanges b/w pple
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Create and retain customers Creation of customer value for profit Serves both buyers and sellers by discovering/satisfying needs/ wants Not only products, but institutions and ideas can be marketed Customer Value What we get in exchange for our dollar Synonyms: utility, satisfaction, benefit Benefits received by buyers Utility Benefit/cust value received by users of a product i. Time When/as quickly as want Ex Fast food Games when pple want them All night convenience stores ii. Form In the most valuable form to customer Way product built, mfg, packaged, designed Ex Music evolution Pioneer – removable car stereos Adjusting malfunctions adds form utility
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Changing product packaging iii. Place Convenience and atmosphere Ex Atms mcD e commerce atmospherics iv. Possesion Having product in hand Credit Diminishing Marginal Utility Marketing Managemt Facilitates exchange of value
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marketing notes test 1 - Proctor Gamble Soap operas...

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