midterm study guide

midterm study guide - Situation analysis (3c's) strategic...

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Situation analysis (3c’s) strategic choices (stp) implementation (4p’s) Customer needs Company strengths Competitor positioning Segment Target Position Price Promotion Place Product Promotional mix: SAD PIP Sales promotion (consumers: coups, samples, premiums; trade: trade allow, shows, training) most of promo budget Advertising Direct marketing (mail, telemktg, catalogs, internet sales, channels) Personal selling (person to person communic) Interactive/internet marketing Publicity/PR (news release, ftd article, interview, special event, press conf) Brand equity consumer attitude = sum of attributes (belief about attrib*importance of attrib) Attributes Benefits Emotions Changing relative attitudes: Change beliefs about important attribute Change perceptions of value of attribute Add new attribute to attitude formation mix Change perceptions about competing brand Mkt and communication objectives must be:
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This note was uploaded on 02/14/2011 for the course MKT 311 taught by Professor Fisher during the Spring '08 term at University of Michigan.

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midterm study guide - Situation analysis (3c's) strategic...

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