MKT 510 Study Guide - Brand Equity, Engagement Marketing, Relationship Marketing
Document Summary
Chapter 5 designing marketing programs to build brand equity. New marketing environments has forced marketers to fundamentally change the way they develop their marketing programs. Integration and personalization have become increasingly crucial factors in building and maintain strong brands, as companies strive to use broad set of tightly focused, personally meaningful marketing activities to win customers. Channel strategies, communication strategies, pricing strategies, and other marketing activities enhance or detract from brand equity. Evaluate all possible means to create knowledge, considering efficiency, cost, and effectiveness. Contact: information-bearing experience that customer or prospect has with brand, product category, or market that relates to marketer"s product or service. Relationship marketing: provides more holistic personalized brand experience to create stronger customer ties: three concepts with relationship marketing, mass customization: making products fit customer"s exact specifications. Attract attention by getting permission with some kind of inducement discounts, samples. Permission marketing works because it is anticipated, personal, and relevant.
