MGMC11H3 Chapter Notes - Chapter 5: Customer Experience, Brand Equity, Permission Marketing
Document Summary
Mgmc11 chapter 5: designing marketing programs to build brand equity: Implication with cbbe concept manner in which brand associations are formed does not matter: only resulting awareness and strength, favourability, and uniqueness of brand awareness. Marketers should evaluate all possible means to create knowledge considering efficiency, cost, and effectiveness. Contact any info-bearing experience that a customer or prospect has with the brand, the product category, or the market that relates to the marketer"s product or service. Personalizing marketing: experiential marketing promotes a product by not only communicating a product"s features and benefits but also connecting it with unique and interesting consumer experiences. The idea is not to sell something, but to demonstrate how a brand can enrich a customer"s life . If you charge for stuff commodity business. If you charge for tangible things goods business. If you charge for the activities you perform service business. If you charge for the time customers spend with you experience business.
