MGMT 105 Lecture Notes - Lecture 13: Cognitive Dissonance, Marketing Mix, Swot Analysis
Document Summary
Intro to marketing (mgmt 105) lecture notes 13. Brands exist in the minds of consumers, colors on how consumers identify, interpret and value products in differential ways: as a consumer, we pay attention to what brand we use because it says something about ourselves. Serve as markers of personalities and lifestyles, social glue encouraging formation of brand communities. I(cid:374)flue(cid:374)(cid:272)ed (cid:271)(cid:455) (cid:272)o(cid:374)su(cid:373)e(cid:396)s" past e(cid:454)pe(cid:396)ie(cid:374)(cid:272)es (cid:449)ith the p(cid:396)odu(cid:272)t as (cid:449)ell as (cid:271)(cid:455) (cid:272)o(cid:373)pa(cid:374)(cid:455) advertising and marketing communications. Based on attributes, benefits, beliefs, and values. Manufacturer or national brands (olay: wide-spread demand, strong existing brand image, stronger financial position, economies of scale, good relations with dealer. Store or dealer brands (cvs or target brand: stronger incentive for retailer/dealer to promote, closer access to customers, higher margins (profit), slotting allowances, exclusive contracts. Other brand sponsorship options: licensing (disney characters) Example: lunch boxes with disney characters on them: co-branding: ingredient branding, cooperative branding, and complementary branding (ford explorer eddie bauer edition)
