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Unformatted text preview: • Consumer insight o It’s a simple, universal human truth o It’s a deep human need that is met by a product’s bundle of satisfactions o Its rooted in emotions o It captures a consumer’s unique relationship with a brand o Might not be explicitly stated by consumer o It should have marketing implications o Value in terms of marketing insights and planning o Example: cell phones Weak insight – I like Samsung because of the benefits I get from its features Better insight - cell phone as security blanket; cell phone as lifeline • Marketing mix o Must stem naturally from the insight you find o Look at ads for department stores What insights might have created those campaigns? o Don’t forget to address all 3 in your paper Product Price Place •...
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This note was uploaded on 11/13/2011 for the course M 408 L taught by Professor Cepparo during the Spring '08 term at University of Texas.
- Spring '08