competition); Sales (sales-driven businesses focus on selling the product they manufacture); and Marketing (a marketing-driven business directs its efforts to search for a product or service that suits customer needs and provides them with it) Kotler and Keller (2001). Today‚ these four types of business orientations have been surpassed by a new concept: Market Orientation. “The conceptual and application differences between the expressions market-oriented and marketing-oriented organizations has been
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The starting point‚ if haven’t already done so‚ is to map out every one of target customer’s shopping missions and define all of the purchase drivers for each mission. According to the “Marketing management” 12th edition‚ by Philip Kotler and Kevin Lane Keller “The product hierarchy stretches from basic needs to particular items that satisfy those needs”. On the other hand‚ this is the levels of needs and as it heads more the need will be more detailed one. I took an example Entertainment on a need
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Weekly Reflection – Week 2 The toughest part of this week’s objectives leads back to the team’s first week. Our discussion for the first week was to pick a product we would like to market. Everyone’s idea was interesting or unique. However‚ the challenging part was to choose one product or idea for our Marketing Plan Phase I. With that being said‚ choosing was the topic/part of the assignment I believed we struggled with the most. I am glad a team mate got clarification from the professor
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measurement. 1. Brand knowledge Brand knowledge refers to brand awareness (whether‚ and when‚ consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a pyramid (adapted from Keller 2001)‚ in which each lower-level element provides the foundations of the higher- level element. In other words‚ brand attachment stems from rational and emotional brand evaluations‚ which derive from
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1. What were the keys for success for Starbucks in building the brand? What were its brand values? What were their sources of equity? Lo que ha llevado al éxito a Starbucks desde mi punto de vista es: a. Orientación total al cliente: la máxima de que el cliente siempre tiene la razón es prioritaria en la compañía b. Consistencia: un cliente sabe que obtendrá la misma experiencia ya sea en DF o en New York c. El uso de la satisfacción del empleado como generador de satisfacción del cliente
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When launching a new product‚ it is better to pursue a brand extension strategy‚ than to develop a new brand Brand extension is a brand strategy which using the existing brand name to develop a new product or enter into a different product category market or industry. The new brand can be called as a “sub-brand”‚ and the original brand is referred as a “parent brand”. There are basically two different types of brand extensions. The first one is “line extension”‚ which means to launch a new product
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SPRING SEMESTER Instructor: Emİne tuğba kocabıyık E-mail: tugba.kocabiyik@gediz.edu.tr Office: B 228 Office Hours by appointment Course Credits: 3 Required Materials Marketing Management‚ 14th Edition‚ by Philip Kotler‚ Kevin Keller‚ Prentice-Hall 2012‚ ISBN-10: 0132606224 • ISBN-13: 9780132606226 COURSE DESCRIPTION This course aims to teach how marketing strategies are developed and implemented through effective product‚ pricing‚ distribution‚ communication and services
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E - Commerce at Yunnan Lucky Air: Introduction: Backed by the Hainan Airlines of the China‚ Yunnan Airlines was founded in 2004 as one of the most cost-effective domestic airline operating from its hub in Kunming‚ in the province of Yunnan. The limited route license added to the airline’s competitive advantage and maintained its monopoly within the region. Its major competitors include Air China and China Southern Airlines among others. As Yunnan is one of the most attractive tourist destinations
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com/assets/whitepapers/pdf/b2b_marketing.pdf (March 28‚ 2011) Jobber‚ D.‚ (2007). Building brand and consistency. FP Advance limited‚ [online] Available: http://www.fpadvance.com/media/pdf/TAO%20August%202007%20%20Building%20Brand%20&%20Consistency.pdf (April 2‚ 2011) Keller‚ K.L.‚ (1993). Conceptualising‚ Measuring‚ and Managing Customer-Based Brand Equity. Journal of Marketing‚ 57(1)‚ 1-22 Kotler‚ P. and Pfoertsch‚ W.‚ (2007). Being known or being one of many: the need for brand management for business-to-business companies
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Marketing Management By Philip‚ Kevin Lane Keller‚ Abraham Koshy‚ Mithileshwar Jha SUMMARY by logo copy.tif Chapter 1 Understanding Marketing Management Marketing is an essential art and science that is engaged in a vast number of activities by both persons and organizations. It has become an increasingly vital ingredient in the success of a business. Good marketing is the result of careful planning and execution. There are two sides to marketing – the formulated side and the
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