MGMC11H3 Lecture Notes - Lecture 5: Apple Music, Interruption Marketing, Engagement Marketing
Document Summary
Chapter 5 designing marketing programs to build brand equity. Strategy and tactics behind marketing programs have changed dramatically in recent years as firms have dealt with enormous shifts in their external marketing environments. These changes include (lecture slides have different and similar ones): rapid technological developments, greater customer empowerment, fragmentation of traditional media, growth of interactive and mobile marketing options, channel transformation and disintermediation. Increased competition and industry convergence: globalization and growth of developing markets, heightened environmental, community, and social concerns, severe economic recession. Implication: customer-based brand equity is that the manner in which brand associations are formed does not matter - only the resulting awareness and strength, favourability and uniqueness of brand associations matter. Evaluate all possible means to create knowledge. Contact - any information-bearing experience that a customer or prospect has with the brand, the product category, or the market that relates to the marketer"s product or service.
