COM CM 317 Lecture 3: 2/9 lecture
4 Mar 2016
School
Course
Professor
Document Summary
02/09 chapter 4; understanding the consumer; the marketing mix. The consumer alternatives (loyalty) purchase decision post-purchase. Decision process evaluation (e. g. laundry detergent, paper towel) Evaluation of alternatives purchase decision post- purchase evaluation (e. g. cars) Aggregating the groups into larger segments through a marketing mix. Brand position identifies the location a product or brand occupies in consumers" minds relative to competitors. Brand promise identifies key selling points for the product. Brand image is a mental picture or idea about a brand that contains both associations and emotions. Brand personality symbolizes the personal qualities of people you know. Deliver reminder (remind people we are here;) How the product is perceived in the marketplace. Goal own a word that establishes the product in the prospect"s mind: differentiation. Creating a difference in the product that appeals to a market segment: individual brand. Different brand name for each product a company makes: family brand.
