MKT 3401 Chapter : Marketing
Document Summary
Promote the product: color, taste, sound, label, size, shape. Label serves two functions: informative, instructional, construction, nutrition, reduce cognitive dissonance self doubt after you buy a product, persuasion. Brand: objectives, identification, repeat sales, introduce new products. Endorse the product; opinion leader not necessarily a celebrity just a recognizable person i. e football player at. Lsu but not heisman winner: commercial, all biased stuff; advertisements, internet, tv, radio, etc, public, consumer reports, unbiased, clutter, unique selling proposition, separate your product from the rest. Guy traveled with guitar; united employee broke the guitar; guy wrote a song "united breaks guitar" Test question - service profit chain: (if you can create this, then it will lead to this) Look at the competition (ex: ups and fed ex. Look at the conditions (the external environment - always changing) The values of the day (ex: 9/11 and the security industry - land every airplane; new security for airplanes.
