Brand Positioning can be defined as the
activity of creating a brand offer in such a
manner that it occupies a distinctive place
and value in the target customers mind.
The Brand Position refers to t
How do we gain
Overview of Todays Class
1. Marketing Research
2. Research Measures
3. Research Methodology
4. Interpreting Results
Secrets of the DoRM
Sam Gosling finds that you can
better judge the personality of
a stranger based on a glimpse
at their dorm room than that
The Love Lab
John Gottman has created a
system in which he can
Some estimates say we see more than
700 commercials a week, maybe even
300 per daybut only about 75 get
What gets through?
What is attention?
is the processes by which we devote
mental activity to something
ATTITUDES, Priming, and Prediction
And how we use them to affect persuasion
What is an attitude?
What influences attitudes?
What is an attitude?
A favorable or unfavorable evaluation of
Perception and Comprehension
Shifting perceptions of consumers from Why to How
Construal level The Level of
Any action can be described in many ways:
How do you do something? concrete
Why do you do so
Comprehension is the process
of understanding and giving
meaning to what we perceive
Those who get it
Help spread innovative new
associations between ideas
Categorize and organize
What Is Perception?
How Does It Work?
What Shapes Consumers Perceptions?
WHAT IS PERCEPTION?
Perception is the process by which we
interpret the world
Myth: We see the wor
A memory test
The seven sins of memory
The sin of transience
The sin of absent-mindedness
The sin of blocking
The sin of misattribution
The sin of suggestibi
Market segmentation: dividing the market into
subsets of consumers who have common needs
Selecting one segment as the target market
And designing strategies to target that segment.
Persuasion and Social Influence:
How can we use social influence to increase
compliance with marketing requests?
A little humor
First Issue: Is it Ethical?
Is manipulation using social influence good
Market Research and the value
of the Consumer Experience
Two Views of Consumer Insight
1. Product In
2. Assess and
Preferences are Constructed!
The mind constructs a preference out of much more
The Marketing Mix
Reaching the Consumer
We started with developing a strategy (STP), now we need to
According to Principles of Marketing
"The Marketing Mix is the set of tactical marketing tools Product, Price, Prom
SPECIFIC PEOPLE &
Principles of Social Influence
Consensus / Social Proof
By paying close attention to customer needs and continuously monitoring the environment in which it
operates, a good marketer can identify potential opportunities.
When analyzing the immediate environment and the macroenvi
What are the three main types of
industrial firms; resellers; government units
What is the North American Industry
Classification System (NAICS)?
The NAICS provides common industry
definitions for Canada, Mexico, and the United
Strong supplier relations and efficient supply chains help firms such as Walmart to achieve operational
excellence. True False
To build a sustainable competitive advantage, companies should focus on a single strategy.
BUS 560 Exam 3, Chapters (12 & 13) 11ed
1. Over the course of the past 40 years, the fastest growing segment of the American economy
has been the
A. Independent management of major accounts
B. Production of tangible products
C. Performance of s
Marketing Class Project
Phase 1-Market Research
Increase response rate to US Business & News Report Business School Survey
Due Oct 6 on-line submission
30 points possible
Project Phase 1- Market Research Assignment-Why dont UC seniors complete the US
Case Write-Up #6: Nintendo Wii
Analyze Nintendos Wii. Was it disruptive or not? Use case details to support your position (up
to 5 sentences).
Yes, I believe that Nintendos Wii was definitely disruptive due to (1) the crowd the features
were aimed to plea
Bonus Assignment Module 5
One of the major problems ICN Exchange is experiencing is the lack of participation and
engagement from the targeted group of patients (children) and their parents. This problem is
occurring due to: (1) the adult-oriented nature
Case Write-Up #5: ICN
One challenge described in the case relates to the use of the ICN Exchange. Among the
stakeholders, patients (children and their parents) do not actively participate in the Exchange
in an era when technology prevails especially amon
Case Write-Up #4: Big Skinny
There are several potential problems with the bidding strategy in Exhibit 4, all of which are
risks for any sponsored search campaign. State TWO risks. For each risk, (a) give it a name (b)
then support your response using cas
Q1. Popularity of baseball Baseball is Americas national pastime (p2, pgh1). The case also
mentions that consumers and fans want to follow baseball wherever, whenever, however (p5,
pgh6). These quotes show how popular baseball is in America (the target ma
Case Write-Up #3: Harley Davidson
Consider Exhibit 10. Select ONE factor that you consider most important in the selection
process. Define the factor in your own words and use case details to support your response.
(up to 5 sentences)
I believe that the o
Case Write-Up #2: Cirque du Soleil
Overall, what architecture stage is characterized by Cirque du Soleil at the end of the case?
Provide supporting details from the case as well as Ross article (up to 5 sentences)
I believe that the modular architecture i
Case Write-Up #1: Harrah's Assignment
What is a common theme offered by two assigned articles Firm resources and sustained
competitive advantage and Developing long-term competitiveness through IT assets? (up
to 5 sentences)
The first article Firm resourc
Case Brief 2
Marketing for Managers
Matt D. Allen
The Lego Group: Building Strategy
The Lego Company was started in 193 by Kirk Kristiansen who coined the term Only the best is
good enough. By 1958 plastic cubes were introduced which soon became th