Brand Management & Product Decisions
The concept of products
A) The core products (generic product) a) Associated with the basic function a consumer receives in the form of a physical item or intangible service B) Branded products (identified product) a)
Creating Customer Satisfaction & Loyalty
The Concepts of Customer Satisfaction, Loyalty, and Quality Why Satisfaction and Loyalty are Important
A) Customer satisfaction is a customer's positive, neutral, or negative feeling about the value received from a
Why didn't smokers tend to recall negative messages about the effects of smoking?
What are the key elements of the 3 learning processes (types of learning) discussed in class? How can you determine which learning approach is
BRAND MANAGEMENT AND PRODUCT DECISIONS
What are the stages in the product life cycle?
What happens to profits across the life cycle?
Negative profit-growing profit-high profit-moderate profit
Should a marke
Objectives of Integrated Marketing Communications
1 2 3 4 5 6 Provide information: provide necessary information for consumers to help them make buying decision. Create demand for products: to stimulate people to desire what they do not have and inspire t
1 Types of sales personnel and selling situations A Direct sales and Missionary sales A.a) Direct sales: a salesperson interacts with a consumer or company in order to make a sale A.b) Missionary sales: people do not take orders but influ
Product Planning and Types of Innovation
1 Product planning (influenced by market segment strategies): it outlines the focus of: A Core businesses: maintain, expand or harvest current products A.a) Emphasize the marketing of existing products to existing
Segmentation targeting & positioning
The Concept of Segmentation, Targeting, and Positioning
A) A market segment is a homogeneous group of customers with similar needs, wants, values, and buying behavior. Each segment is an arena for competition. B) Targe
The Concept of Mass Communication: Advertising, Sales Promotion, & Public Relations
1 2 Technological perspective: in recent years, marketers have been budgeting less advertising dollars to traditional media and more to internet advertising. It is partly