MARKETNG 305 Lecture Notes - Lecture 1: Esci, Brand Awareness, Product Recall
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Segmenting: dividing consumers into meaningfully distinct groups. Targeting: which segment(s) am i going to focus on. Positioning: promoting my brand in a unique and appealing way. How you come across, the mental image that consumers have about your brand. What makes my brand appealing and unique. Ultimate goal: we want consumers to buy us. Brand awareness: need consumers to notice us. We want consumers to recommend us to others. We want to learn how consumers think and behave. In the end, it is all about influencing the consumer. Answers must be a certain word count, uploaded to esci aula, be uploaded before the deadline. The process of receiving, selecting, and interpreting environmental stimuli involving the five senses. Without senses, perception would not be possible. Most information we don"t even become aware of. We possess a filter that filters out most of the information that our senses receive. What saves us from being overwhelmed by information.
