Direct marketing is concerned with establishing an individual relationship between the business
offering a product or service and the final customer.
Direct marketing has been defined by the Institute of Direct Marketing as:
The planned r
Economic Theories of
WEDNESDAY, NOVEMBER 9, 2016
Putting the remainder of this
course in context
From the first lecture: We considered the dominant social organizations (especially in their
manifestations through artifacts e.g., buildings)
Introducing the Concept
The concept of a brand
The concept: an overview
Brand definitions vary from simple (technical) to
Like a puzzle, it starts with a simple piece and end up with a
The Brand Identity approach
The Missing Link
Dyson et al. (1996) Pyramid of managing customer relationship with
the brand to achieve bonding and thus equity
The Brand Equity approach
A set of brand assets (and liabilities) linked to a
brand, its name and symbol, that add to (or
subtract) from the value provided by a product or
service to a firm and/or to that fir
INTRODUCTION TO BRANDING
Branding is a plan for earning product reputation and for making sure that
the world knows about it and believes in it too. Branding is the process by
which companies distinguish their product offerings from the competition.
The strength of a brand can be exploited by a business to develop new products. This is known
as brand extension a product with some of the brands s characteristics. Examples include
Dove soap and Dove Shampoo (both contain moisturiser);
Trade Mark - It is a word, name, symbol, or combination of these elements.
Trade mark is legally protected by government. For example - NBC
colourful peacock, or McDonald's golden arches. No other organisation can
use these symbols.
Branding gives personality to a product; packaging and labelling put a face on the product.
Effective packaging and labelling work as selling tools that help marketer sell the product.
Today in this post we'll learn - meaning of branding, ty
It is notoriously difficult to measure the effect of advertising on a business sales. Advertising is
just one of the variables that might affect sales in a particular period. These include:
Consumer and business confidence Levels of d
Taking each element of the above diagram in turn, what should a good mission contain?
(1) A Purpose
Why does the business exist? Is it to create wealth for shareholders? Does it exist to satisfy the
needs of all stakeholders (including e
The implications of believing in the marketing concept become clearer when the alternatives are
There are three main alternatives to adopting a marketing orientation. These are:
(1) Sales orientation
(2) Production orientation
A common question that arises when studying marketing is the following:
What is the difference between a customer and a consumer?
The following distinction should help:
A customer purchases and pays for a product or service
A consumer is the u
Branding and Sales
Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales it is rarely suitable as a
method of building long-term customer loyalty.
To: Satya Nadella
From: Kathryn Ramsay
Date: October 18, 2016
Microsoft Lumia Branding
Good Morning Satya,
After carefully reviewing the newest Microsoft phone, Lumia, I have come up with a few
recommendations for you.
Microsoft Should Rebr