RETL 369 Lecture Notes - Lecture 2: Private Label, Qr Code, American Express
19 Oct 2016
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Document Summary
Ihop ceo- julia a stewart: minnow swallows the whale, act of retribution. Marketing emphasis: product quality, price, promotions, quality employment environment. Tangible elements: goods and services sold, retail outlets where sold, factories where produced, advertising, promotions, and other forms of communications, corporate name and logo, packages and labels, employees. Intangible elements: corporate, personnel and environmental policies, ideal and beliefs of corporate personnel, culture of country and location of the company, media report. Provides positive assurance: unfamiliar settings, little or no previous experience. Evaluate current image: ask customers, ask non-customers. Key- remain consistent with old and new. Necessary when target market declines or product n longer matches industry trends. Overt names- name reveals what a company does american airlines. Implied names- word or word parts (fedex) Conceptual names- names that capture the essences of what a company offers (twitter) Iconoclastic names- something very unique or memorable (red bull) Reduces search time and evaluation of alternatives.
