MKTG10001 Lecture Notes - Lecture 12: Jb Hi-Fi, Shampoo, Services Marketing
4 Aug 2018
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Consumer trade-off decisions; better to focus on one attribute. They are willing to make that transaction. You want to position yourself better on those key value attributes that clearly differentiates you from competitors, build awareness, distinctiveness, core advantage. A store that has really strong brand positioning: apple store. The layout is minimalist, user friendly, sleek, innovative ties together with their phones you can get their products at any jb hi fi but it just isn"t the same experience. Consumer behaviour, product life cycle, four p"s, imc. Revenue goes up because servicing customer saves on servicing consumer creates higher value for firm. Segmentation: to know who you"re going after. Product development: shampoo went from soap to shampoo to shampoo w conditioner to dry shampoo.
