MKT 510 Chapter Notes - Chapter 5: Brand Equity, Engagement Marketing, Permission Marketing
Document Summary
5 designing marketing programs to build brand equity. Pine and gilmore maintain that saleable experiences come in four varieties: entertainment, education, aesthetic, and escapist: one-to-one marketing: focus on each customer, interactive, customization, permission marketing: practice of marketing to consumers only after gaining their express permission. This is a way to develop the consumer dialogue component of one-to-one. Perceived quality and value: performance, features, conformance quality, reliability, durability, serviceability, style and design. Brand intangibles 3-d marketing: functional benefits, process benefits, relationship benefits. Relationship marketing: based on the premise that current customers are the key to long- term brand success: mass customization: products fit customer"s exact specification. Internet age has allowed this to take place on a bigger scale than ever before. Reduces inventory, saves warehouse space: aftermarketing: marketing activities that occur after customer purchase, loyalty programs: also known as frequency programs. Purpose it to identify, maintain, and increase the yield from the firms best" customers through long-term, interactive, value-added relationships.
