GRADUATE SCHOOL OF BUSINESS
CREATING A SOCIAL BRAND
You have the ability to go where the customer permissions your brand to go, but it is a slow process.
Martin St. George, JetBlue Senior Vice President of Ma
If a quote or numerical fact (p6)
Answer generic questions first
What is a brand?
o Symbolic representaion of ideas related to product or company
What are brand associations?
o Mental connections in consumer mind between the produ
What is a relationship?
Connection between people or entities
o Relatonship with people in organization, or personality you project
What is loyalty?
Faithfulness and devotion
What is relationship marketing?
Activities that create and maintai
What is positioning?
o Place held by product, service, or brand relative to the competition
In the consumers mind
On perceptual or positioning map
How do we create a position in the consumers mind?
o Marketing communications
o Experience wit
Many companies do business in multiple regions globally
There are common business norms globally
Much of consumer behavior is universal
So Why does this matter?
What is global marketing?
Marketing when legal, cultural or geographic envir
What is intstiutional review board or IRB?
System of oversight for research conducted by funded institutions
Requires approval process for professors and students at BC
Any research with human subjects
Primarily but not exclusively
How to make financial decisions for new roduct launch?
o Revenues and costs for project only
o Unit Sales
o Price per Unit
o Period One Year
o Fixed costs for project
Research and development costs
Production retooling c
Consumer Behavior Continued
Setting, adjusting or comparing your behavior or opinions
based on behavior or opinions of someone else
Referent others or opinion leaders (setting standard for other
people, queen of england)
How do management and marketing for products versus services?
In most ways identical
But there are some differences
What are four key differences between products and services?
Each of thes
What is the difference between B2C and B2B?
Business to consumer (B2C) serves customers who are consumers
Business to business (B2B) serves customers who are companies
o B2B demand is often derived from consumers downstream
What are types of B2B custome
What is advertising?
Communication through paid media space
Creative produdction of content to fill space
o Responsbility of advertiser
o Usually outsourced to advertising film
Media Exposure: Traditional Advertising:
Gross rating point (GRP): Reach *
What are marketing ethics?
Guidelines for proper conduct in situations involving marketing
What is core of ethical behavior in marketing?
Giving your interests vs. interests of customers equal consideration
What is distribution?
Dividing, apportioning, spreading out, or delivering
In marketing, what is distribution?
Systems, methods or instutions that
o Move goods from points of production to points of consumption
o Adds value through chains of production,
Strategy: plan to achieve a goal
Competitive Strategy: plan to gain advantage over competition
Gain advantage = to win
o Answers 3 questions that a company may have: (warfare)
What do we want to win?
How will we win (this battle)?
WHY will we
What is segmentation?
o Dividing into pieces
What are we dividing?
o Luxury (Cadillac) Quaker Executive
o Entry (Chevrolet) Hourly Worker
o Product Market
What is targ
NEW RESEARCH FINDINGS show that all diseases
have simple explanations and cures once their true
cause is known. This book describes the causes of
both common and extraordinary diseases and gives
specific instructions for their cure.
The Cure for all Disea
Whether we like it or not, hashtags and selfies are taking over the world. OK,
maybe not the WORLD world, but certainly the marketing world. This
assignment focuses on the hashtag (#).
What started off as an annoying fad, has turned i
THE POWER OF A BRAND
For many, the legacy of Tiffany & Co. is synonymous
with luxury, sophistication, romance and style. Since
1837, Tiffany & Co. has strived to be the premier
jeweler in the world, initially specializing in sterling
silver and eventually
February 27, 2015
A new solution to an old problem
The at-screen TV market has experienced little growth in the US
since 2012, but with 30-35 million units sold, it is still a large
domestic market. Samsungs Global TV sales have incre