MKT 3401 Lecture : Mid Term Notes
Document Summary
Once you have credibility, you become more valuable to the company: trust/sincerity can your employees be trusted. A company wants you to be able to represent the company, and not exploit the company. Once these are compromised your credibility is weakened; shaky voice, good mind shows, good sincerity. Empathy in relationships (consider everyone affected): knowledge/expertise you have to be smart. Credibility is enhanced when you give credit to where you got your information: identification/association can you speak the language. Being able to hit the responsive cord, connect with your market, saying things that appeal to your market, getting that emotional response. Can you relate to them: position/ status enhance it by creating interest, charisma be able to communicate and make that emotional connection, ability to present yourself in a likeable manner. Orientation + keeping environment safe: ex: patagonia, pepsi refresh campaign friendly.
