MKT 510 Chapter Notes - Chapter 5: Pricing Strategies, Walmart, Value Chain
Document Summary
Chapter 5 designing marketing programs to build brand equity. The strategy & tactics behind marketing programs have changed dramatically in recent years as firms have dealt with enormous shifts in their external marketing environments. 4 major drivers of this new economy: digitization & connectivity, disintermediation & reintermediation, customization & customization. Can purchase a greater variety of available goods & services. Can obtain a great amount of info about practically anything. Can more easily interact with marketers in placing & receiving order. Can interact with other consumers & compare notes on products & services companies. Can operate a powerful info & sales channel w/ augmented geo reach to inform/promote company products. Can collect fuller & rich info about their markets, customers, prospects, & competitors. Can facilitate 2way communication with their customers & prospects, & facilitate transaction efficiency. Can send ads, coupons, promotion, & info by email to customers & prospects who give them permission.
