Press: New York. AAKER‚ DAVID (1992) The Value of Brand Equity. Journal of Business Strategy 1992:4‚ 27–32. AAKER‚ DAVID (1996) Building Strong Brands. Free Press: New York. AAKER‚ DAVID – KELLER‚ KEVIN (1990) Consumer Evaluations of Brand Extensions. Journal of Marketing 1990:1‚ 27–41. AAKER‚ DAVID – KELLER‚ KEVIN (1993) Interpreting Cross-Cultural Replications of Brand Extension Research. International Journal of Research in Marketing 1993:1‚ 55–59. AAKER‚ JENNIFER (1997) Dimensions of Brand Personality
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[pic] [pic] [pic] [pic] INTRODUCTION Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others. Perhaps the most important factor in successful marketing is marketing plan. A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service‚ a brand‚ or
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Gillette and the Men’s Wet-Shaving Market I. BACKGROUND COMPANY HISTORY Gillete Company has assumed the world leader in the men’s and some women’s grooming product technology. Gillette maintains 64 manufacturing facilities in 27 countries‚ and its products are sold in more than 200 countries‚ more than 60 percent sales of which occurring outside the US. Gillette has also adopted the top spots worldwide in writing instruments: Paper Mate‚ Parker‚ and Waterman
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objectives and strategies. • Formulate marketing strategies and plans‚ including market positioning and designing the marketing mix. • Develop implementation plans and evaluation systems for the firm’s marketing effort. • Text Book: Philip Kotler & Kevin Keller‚ Marketing Management‚ 12th edition‚ Prentice Hall‚ 2005 Grading Team Work: Three Power Point presentations. All team members should be ready to respond to intensive questioning on the topics of the presentations (40%) Attendance and
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following six major forces to be researched at a macro level when considering the opportunities and threats‚ especially when venturing into a new territory: Demographic‚ economic‚ social-cultural‚ natural‚ technological and political-legal (Kotler‚ Keller‚ Koshy‚ Jha‚ 2009). If the above has been researched and evaluated carefully‚ you can then position your product well with the other 3’P’s: Place‚ Promotion and Price. Yet‚ Kellogg’s with their over-confidence just gambled on the economics and
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umich.edu/~thecore/doc/Friedman.pdf. CNBC. "The New Age of Wal-Mart." F_ancast.com_. Http://www.fancast.com/tv/The-NEW-Age-of-Wal-Mart/105875/1303386323/The-NEW-Age-of-Walmart/videos‚ 23 Sept. 2009. Web. 12 Dec. 2009. Kotler‚ Philip‚ and Kevin L. Keller. A Framework for Marketing Management. 4 International ed. Upper Saddle River: Pearson Education Inc‚ 2009. Print. Levitt‚ Theodore. "Marketing Myopia." Harvard Business Review July-August (2004): 1-15. Print. Porter‚ Michael E. "The Five
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concerns‚ sales force‚ and other factors. PREREQUISITES: None SEMESTER: Spring 2013 COURSE START: January 15‚ 2013 CLASS HOURS: 6:00pm-9:15pm‚ St. Mary’s Hall‚ Room 208 COURSE MATERIAL: “Marketing Management‚14Edition”‚ Philip Kotler & Kevin Keller‚ ISBN-10: 0132102927‚ISBN-13: 9780132102926‚ Prentice Hall‚ 2012 INSTRUCTOR: Dr. William Rhyne‚ D.B.A. TELEPHONE: (510)219-5934 E MAIL: wrhyne@ndnu.edu OFFICE HOURS: Room CC7: 30 minutes prior to the start of each class or by prearranged
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Believability Whilst when assessing the deliverability criteria for PODs look at their: · Feasibility · Communicability · Sustainability These will help understand how successful these PODs are likely to be in the minds of the consumer. Kevin Keller[->6] and Alice TyboutHYPERLINK \l "cite_note-0"[1] note there are three types of difference: brand performance associations; brand imagery associations; and consumer insight associations. The last only comes into play when the others are at parity
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decides which presents the greatest opportunities – which are the target markets. Then the firm develops market offerings that it positions in the minds of the target buyers with a benefit. B. Positioning as a part Customer Based Brand Equity (CBBE) model CBBE or customer based brand equity incorporates the understanding and influencing of consumer behavior. The model talks about the power of the brand that lies in what the customer has seen‚ learned‚ heard and felt about the brand as a
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The Marketing Plan Assembles all pertinent facts about: Marketing Communication planning‚ tools‚ creation an organization its markets products and services customers competition Specifies objectives‚ strategies and tactics 8-3 The Marketing Plan: Top-Down 8-4 The Marketing Plan: Bottom-Up Situation Analysis Corporate Marketing Objectives Marketing Need-Satisfying Target Market Sales-Target Marketing Strategy Marketing Strategy Marketing Mix Positioning Marketing Tactics Marketing Results
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