Chapter 8 Products and Branding (Part 2) Bond

Chapter 8 Products and Branding (Part 2) Bond - Chapter 8...

Info iconThis preview shows pages 1–63. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 8 Part 2 Company Competitors Consumers Channel Place Price Product Promotion Target Position (Differentiate) Segment Customer Retention Customer Acquisition Profits Create Value Capture Value Understand Value Sustain Value Context The 4 Cs The Marketing Mix The 4 Ps CRM Core Customer Value Brand Name Quality Level Design Packaging Features Actual Product Augmented Product Delivery and Credit Product Support Warranty After Sale Service Core Customer Value Brand Quality Level Design Packaging Features Actual Product Augmented Product Delivery and Credit Product Support Warranty After Sale Service 12- La Vie de La Vosgienne Using packaging as a promotional tool. A timeless classic. Branding = Positioning = Marketing Americans have clean tap water for nearly free, but: Aquafina (Pepsi) sells for $0.79 per liter (2010) Dasani (Coca-Cola): sold 478 MM gal. in the U. S. (2010) Total annual bottled water sold in US? 8.5 Billion gallons (2009) Your Most Valued Asset! Cant be copied Lower search costs for consumer Leverages the power of symbols Creates a virtuous cycle: Brand Investment Credible Signal Insurance Against Cheating Logo Tagline Graphic Design Sound Spokesperson Advertisement Headline Character Packaging Website Product Name brand (brand) n....
View Full Document

Page1 / 107

Chapter 8 Products and Branding (Part 2) Bond - Chapter 8...

This preview shows document pages 1 - 63. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online