HADM 2410 Chapter Notes - Chapter 9: Brand Equity, Self-Service, Test Market
29 Sep 2017
School
Department
Course
Professor
Document Summary
Overview: products need to be designed very strategically. they undergo a development process. likewise, brand needs to be designed very very well for success. brand is the most important aspect of marketing. Vegas suffered through the depression and collapsing industries - businesses now criticized for lavish spending, etc. can"t go to vegas for company meeting weekends. Shift: value and affordability of a vegas vacation. working hard, take a break - vegas is for normal americans, etc. did then flip back to old message. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need - physical objects, services, places, organizations, ideas. There are planned components and unplanned ones - might plan the menu and service, but not for the bug they find in it, etc. product received is not always what management plans. New level: creating and managing customer experiences with brands. Think about the product on four levels:
