MCS 3620 Lecture Notes - Lecture 7: Dagmar Marketing, Under Armour, Root Mean Square

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Rumaila Abbas

Document Summary

Selling concept that motivates purchase, or the image that marketers desire a brand to have in the mind of consumers. There is no such thing as a commodity . For [target segment], [the product] [most important claim] because [single most important support] Under armour positioning: for all athletes, under armour supports in relentlessly overcoming obstacles and becoming winners on the eld. We are being the underdog, being hungry, competing against the best and winning. Nike positioning: for serous athletes, nike gives the con dence that provides perfection in ever sport. Statements that identify what a product will accomplish in a one year period. Usually expressed in terms of sales, market share, and pro t. Quantitate or qualitative, must achieve something (cannot be a broad at statement) Program details drawn directly from the marketing strategy to identify. Brand: the sum of all tangible and intangible characteristics that make a unique offer to customers.