BU121 Lecture Notes - Lecture 6: Customer Relationship Management, Sales Promotion, Interbrand
Document Summary
The importance of integrating decisions in each of the elements of your marketing strategy. How the stage of the life cycle and the way a consumer classifies a product affect your marketing strategy. What is meant by total product concept" and the marketing concept" and why these concepts matter. How the 4as framework can be used to build a customer-centric strategy. What a brand" is and how to build loyalty. The different factors to consider in pricing. The implications of using an indirect channel of distribution and how to deal with them. The elements that make up a promotional strategy and the importance of integrating them. The key objective of advertising and what to focus on to advertise successfully. The laws of going viral" and the principles of a. How the rate of product adoption will affect your forecast. The process of developing a sales forecast from both a top down and bottom up perspective.
