STC 114 Chapter Notes - Chapter 2: Brand Equity, Retail, Direct Marketing
1 Mar 2018
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Marketing- the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted. The marketing team for apple came up with the buy a computer and get a free pair of beats deal. First you have to start looking at what consumers want (bigger picture) Then you look at the product that you want to create to fulfil those needs. It is about the brands ideals and what they want the brand to communicate to the consumers. Psycoligical pricing- strategies use marketing communications to manipulate the (cid:272)usto(cid:373)er"s judge(cid:373)e(cid:374)t of (cid:448)alue. Showing prestige pricing- in which a high price is set to make the product seem more worthy or valuable. Product- what you sell: when a product performs well, it send a message that it is okay to repurchase, point of differentiation- significant difference in design. Or did you set your price higher ex.
