UGBA 10 Lecture Notes - Lecture 17: Competitive Intelligence, Shampoo, Iden

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Briginshaw

Document Summary

Old spice commercial brought back brand to #1 in its category. Sesame street spoof of old spice commercial; old spice had become part of pop culture. How does marketing work w/ rely on other departments. Marketing is process of creating value for customers (through producs and/or services) and building strong customer relationships in order to capture value (20085) from customers in return. Many ways to shape impressions and build relationships ads, price, community, other users, spokes ppl, name, logo, characters, website, product experience (quality), product distrib/availability, purchase experience, post purchase services, wom, reviews, reputation etc. Starts w/ knowing the customer wants & needs, attitudes & hopes, perceptions of alternatives, behaviors & preferences, expectations. A group of users w/ a need and the desire and the means to fill it. Convenient meeting place to wait comfortably or go to for a morning or afternoon break.