BU121 Lecture Notes - Net Promoter, Personal Selling, Plaintext
Document Summary
Loyalty programs do not necessarily make loyal customers > but gives people incentive to become loyal --- you don"t always prefer the brand you may just want the gift at the end e. g. point system at esso gas stations. Net promoter score try to measure the effectiveness of loyalty and brand promotions. Value does your product have value do people see this value. Accessibility is your product convenient and easy to access. Awareness do people have knowledge of your brand would the customer think of it and want to go there. Relevant differentiation competitive advantage, value proposition, what differentiates you from your competitors, but is it relevant to your customers. Emotional connection do people connect with your brand do they care. Does it support cbp (core benefit proposition) Test the price sometimes customers are irrational and they don"t agree with the price. Review psychological strategies and tactics odd, even pricing,
