ADM 3326 Lecture Notes - Lecture 5: Customer Switching, Kit Kat, Marketing Mix

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

Other-brand loyal (buy another brand and not ours) Behavioural objectives: options: trial, category trial, brand trial (possibly via brand switching, brand re-trial (possibly via brand switching, shopping (examples, retail sales visit, electronic communication, word of mouth communication, repeat purchase, rate. > (usually select 1 or 2 from the 9 available for a single target audience) > two managerial uses of positioning: market positioning strategy. > identifying the market a product competes combined with an appropriate marketing mix. > key part of marketing strategy plan: brand positioning strategy. > emphasizing relevant bene ts to a target audience with marketing communication activities within a de ned competitive space. > key part of marketing communication strategy plan. Two consumer views of positioning: market position. > target market"s beliefs of the product based on experience of all elements of the marketing mix. > resides in the target market"s beliefs: brand position.