BUS131D_Lecture14_Handout

BUS131D_Lecture14_Handout - Product New Product Adoption...

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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University Click to edit Master subtitle style Product: New Product Adoption Dr. Michael Merz Department of Marketing & Decision Sciences College of Business San Jose State University
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 22 Today’s Agenda The Brand Called You New Venture Product Adoption Technology Adoption Cycle Types of Adopters The Chasm Beyond the Chasm: The Bowling Alley and the Tornado
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 33 What can we learn from the article “The Brand Called You”? 1.) What does personal branding have to do with branding new ventures? 2.) How can we brand ourselves? How can we relate this to new ventures?
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 44 Building Strong New Venture Brands—Summary What are the qualities or characteristics that make you distinctive from your competitors? How can you add remarkable, measurable, distinguished, distinctive value? The Brand Called You Your New Venture Brand Distinctive: Stands for something and has a point of view. Relevant: Connects to what someone else considers to be important. Consistent: People believe in a relationship based on consistency of behaviors experienced or observed. How can you enhance your profile/visibility? How can you ensure that you are consistent? Visible: People know about your new venture.
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