CHAPTER 8 DISCUSSION QUESTIONS3) What is guerrilla marketing?4) Why are guerrilla marketing strategies beneficial to small...
SHOULD A BRAND APPEAL TO EVERY TYPE OF             CONSUMER?
TO BE SUCCESSFUL, SHOULD A BRAND APPEAL TO EVERYBODY?               QuickTimeª and a                 decompressor       ar...
IT DEPENDS ON HOW YOU DEFINE “SUCCESS.”-BUDWEISER, & MOST BIG BREWERIES, IS SUCCESSFUL IN SALES BUT THEYARE NOT SUCCESSFUL...
BRANDING-THE EFFORTS INTENDED TO IDENTIFY THE GOODS & SERVICES OF ONE SELLER & TODIFFERENTIATE THEM FROM THOSE OF OTHER SE...
BRAND DRIVERS-SLOGANS, LOGOS, SYMBOLS, MACOTS, CELEBRITYENDORSEMENTS, ETC. TO REINFORCE “HUMANQUALITIES.”
EFFECTIVE BRANDING WILL:-DELIVE A CLEAR MESSAGE.-CONFIRM YOUR CREDIBILITY.-CONNECT YOUR TARGET PROSPECTS EMOTIONALLY.-MOTI...
WHO IS CURRENTLY THE BEST-PERCEIVED BEER BRAND       AMONG U.S. ADULTS (21+) NATIONWIDE?
KEY INGREDIENTS TO CRAFT BEER SUCCESS
AN AUTHENTIC STORY-CRAFT BEER BRANDS HAVE AN AUTHENTIC STORY AT THEROOT OF THEIR COMMUNICATION.-MORE IMPORTANTLY, THEY LIV...
TAKE ADVANTAGE OF YOUR HOME BASE-SUCCESSFUL CRAFT BEER BRANDS FOCUS THEIR EFFORTS AROUNDTHEIR BREWERY WHERE THEIR STORY IS...
CREATE CONVERSATION OPPORTUNITIES-CRAFT BEER BRANDS ARE BUILT ON CONVERSATIONS. ONECONSUMER AT A TIME.-THE STORY & THE PAS...
HAVE FEET ON THE STREET-CRAFT BEER BRANDS NEED PEOPLE IN THE MARKET TOBUILD DISTRIBUTION & INTERACT WITH CONSUMERS.-REPRES...
EXPLOIT THE POWER OF INFLUENCERS-THE ONLY CAFT BEER BRAND THAT ADVERTISES NATIONALLY IS SAMADAMS.-MOST CRAFT BEER BRANDS R...
ACTIVATE THE ICON-CRAFT BRANDS MUST BE CREATIVE & BRING THE SPIRITOF THE BRAND TO LIFE.-A GREAT WAY FOR CRAFT BEER BRANDS ...
BRANDING SUMMARY-TO SUCCEED IN BRANDING YOU MUST UNDERSTAND THE NEEDS & WANTSOF YOUR CUSTOMERS & PROSPECTS.-YOUR BRAND RES...
WHAT IS MARKETING?
MARKETING-THE ACTIVITY, SET OF INSTITUTIONS, & PROCESSES FOR CREATING,   COMMUNICATING, DELIVERING, & EXCHANGING OFFERINGS...
BRAND LOYALTY-A CUSTOMER’S COMMITMENT TO REPURCHASE A   COMPANY’S PRODUCT/SERVICE.-ACQUIRING A NEW CUSTOMER COSTS 5X MORE ...
MARKETING CRAFT BEER-CRAFT BEER BRANDS DON’T HAVE BIG ENOUGHMARKETING BUDGETS TO BUILD AWARENSS, ADOPTION,& LOYALTY THE TR...
MARETING CONCEPT-ACHIEVING ORGANIZATIONAL GOALS DEPENDS ON KNOWING THE NEEDS &       WANTS OF OF TARGET MARKETS AND DELIVE...
DEMOGRAPHICS-THE STATISTICAL CHARACTERISTICS OF HUMANPOPULATIONS USED TO IDENTIFY MARKET SEGMENTS.    -AGE            -INC...
MARKETING IS ALSO ABOUT THE ART OF PERSUASION
Yawning is a surprisingly powerful act. Just by reading the two yawns inthe previous two sentences--and the two additional...
-THE TRUE ESSENCE OF MARKETING IS PERSUASION.-THE ABILITY TO PERSUADE THE CUSTOMER INTO:3) PARTING WITH ONE OF THEIR MOST ...
THE MARKETING MIX (4 P’S)PRODUCTPLACEPRICEPROMOTION-ALL FOUR P’S MUST REINFORCE THE IMAGE OF THEPRODUCT/SERVICE THE COMPAN...
PRODUCT-ANY ITEM OR SERVICE THAT SATISFIES THE NEED OF ACUSTOMER.
PLACE-THE METHOD OF DISTRIBUTION OF A PRODUCT/SERVICE FROM THE   MANUFACTURER TO THE CONSUMER.-4 COMMON CHANNELS OF DISTRI...
PRICE-KEY FACTOR IN CUSTOMER’S DECISION TO BUY.-PRICE FOR A PRODUCT/SERVICE DEPENDS ON 3   FACTORS:5) A COMPANY’S COST STR...
PROMOTION-INVOLVES BOTH ADVERTISING & PERSONAL SELLING.ADVERTISING:-COMMUNICATES TO CUSTOMERS THE BENEFITS OF APRODUCT/SER...
WHAT IS GUERRILLA MARKETING?
GUERRILLA MARKETING-”UNCONVENTIONAL, LOW-COST, CREATIVE MARKETING STRATEGIES.”4 OBJECTIVES:•   PINPOINT SPECIFIC TARGET MA...
QuickTimeª and a          decompressorare needed to see this picture.                                  SOCIAL MEDIA MARKET...
SOCIAL MEDIA MARKETING“THE PROCESS OF GAINING ATTENTION THROUGH SOCIAL                  MEDIA SITES.”-IT’S ABOUT FINDING O...
-THE CONGLOMERATE BREWERIES SPEND MORE THAN$1.5 BILLION/YEAR ON ADVERTISING.             QuickTimeª and a               de...
SOCIAL MEDIA MARKETING TECHNIQUES
CONSUMER’S ONLINE BRAND RELATED ACTIVITIES (COBRAs)-PROVIDING YOUR CUSTOMERS A WAY TO SHOW THEMSELVESUSING YOUR PRODUCT/SE...
QuickTimeª and a          decompressorare needed to see this picture.
ELECTRONIC WORD OF MOUTH (eWOM)-WAYS FOR CUSTOMERS TO UPLOAD ELECTRONICRECOMMENDATIONS & APPRAISALS OF COMPANIES,PRODUCTS,...
DOGFISH HEAD & THE AMERICAN RED CROSS #GETTINGSLIZZERD FUNDRAISING CAMPAIGN                                  QuickTimeª an...
Chapter 8
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Chapter 8

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Chapter 8

  1. 1. CHAPTER 8 DISCUSSION QUESTIONS3) What is guerrilla marketing?4) Why are guerrilla marketing strategies beneficial to small businesses?3) Define "target market" & explain how small businesses can pinpoint their target markets.4) What do most marketing experts contend is the greatest marketing mistake most small businesses make?5) Define "demographics” & explain what you are the demographics of a craft beer drinker.6) Define “market research” & state the objective of market research.7) Explain what “branding” is.8) What are the 4 major elements of a marketing strategy?
  2. 2. SHOULD A BRAND APPEAL TO EVERY TYPE OF CONSUMER?
  3. 3. TO BE SUCCESSFUL, SHOULD A BRAND APPEAL TO EVERYBODY? QuickTimeª and a decompressor are needed to see this picture. QuickTimeª and a decompressor are needed to see this picture.•85% OF BEER SOLD INAMERICA IS LIGHT LAGER. •BEST SELLING BEER IS 60•BUDWEISER IS A 5% ABV & MINUTE IPA.11 IBU LIGHT AMERICAN-STYLE LAGER. •6% ABV & 60 IBU.•IT IS MADE WITH UP TO 30% •$8.99/6 PACK BOTTLES.RICE.•$5.99/6 PACK CANS.
  4. 4. IT DEPENDS ON HOW YOU DEFINE “SUCCESS.”-BUDWEISER, & MOST BIG BREWERIES, IS SUCCESSFUL IN SALES BUT THEYARE NOT SUCCESSFUL IN CREATING A QUALITY PRODUCT.-DOGFISH HEAD, & MOST CRAFT BREWERIES, IS SUCCESSFUL IN CREATING AQUALITY PRODUCT BUT COMPARED TO BUDWEISER NOT IN SALES.-A SMALL BUSINESS SHOULD BE MORE CONCERNED WITH PROVIDING AQUALITY PRODUCT/SERVICE & STAYING TRUE TO THAT PRODUCT/SERVICE.-CREATE THE PERCEPTION THAT THERE IS NO OTHER COMPANY/PRODUCTON THE MARKET LIKE YOURS.
  5. 5. BRANDING-THE EFFORTS INTENDED TO IDENTIFY THE GOODS & SERVICES OF ONE SELLER & TODIFFERENTIATE THEM FROM THOSE OF OTHER SELLERS.-IT’S NOT ABOUT GETTING YOUR TARGET MARKET TO CHOOSE YOU OVER THE COMPETITION,BUT IT IS ABOUT GETTING YOUR PROSPECTS TO SEE YOU AS THE ONLY ONE THAT PROVIDESA SOLUTION TO THEIR PROBLEM.-SIMILAR TO BRANDING ON THE RANCH.-USED TO DIFFERENTIATE YOUR COMPANY (COW) FROM ALL OTHER COMPANIES (CATTLE).-USED BY CORPORATIONS TO CREATE UNIQUE & ATTRACTIVE PERSONALITIES FORTHEMSLEVES.-CORPORATIONS’ BRAND IDENTITIES ARE PERSONIFICATIONS OF WHO THEY ARE & WHERETHEY’VE COME FROM.-IT IS ABOUT CREATING & EVOLVING CUSTOMER PERCEPTIONS OF THEMSELVES.-ENABLES THEM TO CREATE INTELLECTUAL & EMOTIONAL BONDS WITH THE GROUPS THATTHEY DEPEND ON: -CUSTOMERSS & EMPLOYEES
  6. 6. BRAND DRIVERS-SLOGANS, LOGOS, SYMBOLS, MACOTS, CELEBRITYENDORSEMENTS, ETC. TO REINFORCE “HUMANQUALITIES.”
  7. 7. EFFECTIVE BRANDING WILL:-DELIVE A CLEAR MESSAGE.-CONFIRM YOUR CREDIBILITY.-CONNECT YOUR TARGET PROSPECTS EMOTIONALLY.-MOTIVATE THE BUYER.
  8. 8. WHO IS CURRENTLY THE BEST-PERCEIVED BEER BRAND AMONG U.S. ADULTS (21+) NATIONWIDE?
  9. 9. KEY INGREDIENTS TO CRAFT BEER SUCCESS
  10. 10. AN AUTHENTIC STORY-CRAFT BEER BRANDS HAVE AN AUTHENTIC STORY AT THEROOT OF THEIR COMMUNICATION.-MORE IMPORTANTLY, THEY LIVE IT. -EMPLOYEES AREN’T JUST EMPLOYEES, THEY REPRESENT THE BRAND.
  11. 11. TAKE ADVANTAGE OF YOUR HOME BASE-SUCCESSFUL CRAFT BEER BRANDS FOCUS THEIR EFFORTS AROUNDTHEIR BREWERY WHERE THEIR STORY IS MORE MEANINGFUL TOCONSUMERS.-IT’S EASIER TO ACTIVATE A BRAND’S STORY IN A HOME MARKET: -IT’S REPEATED MORE OFTEN (BY BREWERY EMPLOYEES). -IT IS REINFORCED BY BREWERY TOURS.-CRAFT BREWERS ARE MORE PROFITABLE IF THEY SELL A HIGHER %OF THEIR BEER IN THEIR HOME MARKET.-EXPANSION IS NOT MADE UNTIL THERE IS SUFFICIENT CONSUMERDEMAND IN ADJACENT MARKETS.
  12. 12. CREATE CONVERSATION OPPORTUNITIES-CRAFT BEER BRANDS ARE BUILT ON CONVERSATIONS. ONECONSUMER AT A TIME.-THE STORY & THE PASSION IN WHICH IT IS PRESENTED IS CRITICAL.-CRAFT BEER CONSUMERS RESPOND TO BRANDS THAT HAVE A DEEPPASSION FOR THEIR BUSINESS.-CONSUMER INTERACTIONS ARE BEST WHEN THEY ARE WITH THEBRAND’S “RELIGIOUS ZEALOT.” -JIM KOCH: SAM ADAMS -SAM CALIGIONE: DOGFISH HEAD-CONVERSATION OPPORTUNITIES: -BEER FESTIVALS -ON-PREMISE PROMOTIONS -OFF -PREMISE HAND-SELLS -SOCIAL MEDIA
  13. 13. HAVE FEET ON THE STREET-CRAFT BEER BRANDS NEED PEOPLE IN THE MARKET TOBUILD DISTRIBUTION & INTERACT WITH CONSUMERS.-REPRESENTATION IN THE MARKET ADDS TO BRANDAUTHENTICITY.-THE “FEET ON THE STREET” ARE THERE FOR SALES &MARKETING EXECUTION.
  14. 14. EXPLOIT THE POWER OF INFLUENCERS-THE ONLY CAFT BEER BRAND THAT ADVERTISES NATIONALLY IS SAMADAMS.-MOST CRAFT BEER BRANDS RELY ON SOCIAL MEDIA & WORD OF MOUTHTO ADVERTISE THEIR BRAND.-INFLUENCER CONSUMERS ARE VIEWED AMONGST FRIENDS & FAMILY ASKNOWING THE TRENDS, WHAT’S NEW & EXCITING, & CREDIBLE.-WAYS TO REACH INFLUENCERS: -SAMPLING. -PRODUCT/BRAND EXPERIENCES (TOURS, FOOD & BEER PAIRING DINNERS, ETC.) -MAKING THEM FEEL THEY HAVE A SAY IN THE BRAND (MUGCLUBS)
  15. 15. ACTIVATE THE ICON-CRAFT BRANDS MUST BE CREATIVE & BRING THE SPIRITOF THE BRAND TO LIFE.-A GREAT WAY FOR CRAFT BEER BRANDS TO DO THIS ISTHROUGH BRANDED EVENT.
  16. 16. BRANDING SUMMARY-TO SUCCEED IN BRANDING YOU MUST UNDERSTAND THE NEEDS & WANTSOF YOUR CUSTOMERS & PROSPECTS.-YOUR BRAND RESIDES IN THE HEART & MINDS OF YOUR CUSTOMERS &PROSPECTS.-IT IS THE SUM TOTAL OF THEIR EXPERIENCES & PERCEPTIONS (SOME YOUCAN INFLUENCE, BUT SOME YOU CAN’T).-A STRONG BRAND IS INVALUABLE AS THE COMPETITION FOR PROSPECTSINTENSIFIES.-BRANDING IS A FOUNDATIONAL PIECE IN YOUR MARKETINGCOMMUNICATION.
  17. 17. WHAT IS MARKETING?
  18. 18. MARKETING-THE ACTIVITY, SET OF INSTITUTIONS, & PROCESSES FOR CREATING, COMMUNICATING, DELIVERING, & EXCHANGING OFFERINGS THAT HAVE VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, & SOCIETY AT LARGE. (AMERICAN MARKETING ASSOCIATION)-IT IS ABOUT FIGURING OUT WAYS TO DRUM UP SALES. 3 MAIN PURPOSES1) BUILD AWARENESS.2) BUILD ADOPTION.3) BUILD LOYALTY.
  19. 19. BRAND LOYALTY-A CUSTOMER’S COMMITMENT TO REPURCHASE A COMPANY’S PRODUCT/SERVICE.-ACQUIRING A NEW CUSTOMER COSTS 5X MORE THAN KEEPING AN EXISTING CUSTOMER. FACTORS INFLUENCING BRAND LOYALTY• PERCEIVED VALUE• BRAND TRUST• SATISFACTION
  20. 20. MARKETING CRAFT BEER-CRAFT BEER BRANDS DON’T HAVE BIG ENOUGHMARKETING BUDGETS TO BUILD AWARENSS, ADOPTION,& LOYALTY THE TRADITIONAL WAY.-CRAFT BRANDS HAVE TO BE REMARKABLE* SO THATCONSUMERS EXPERIMENT & RECOMMEND TO OTHERS(WORD OF MOUTH). *THE REMARKABLE NATURE NEEDS TO BE IN THE PRODUCT ITSELF, NOT THE MARKETING.
  21. 21. MARETING CONCEPT-ACHIEVING ORGANIZATIONAL GOALS DEPENDS ON KNOWING THE NEEDS & WANTS OF OF TARGET MARKETS AND DELIVERING THE DESIRED SATISFACTIONS.TARGET MARKET-”A GROUP OF CUSTOMERS WITH SIMILAR NEEDS THAT FORMS THE FOCUS OF A COMPANY’S MARKETING EFFORTS.”-IF YOU ATTEMPT TO REACH EVERYONE, YOU WILL END UP REACHING NO ONE.-MARKETING EFFORTS MUST BE PRECISELY FOCUSED ON THE GROUP(S) OF EXISTING & PROSPECTIVE CUSTOMERS WHO ARE MOST LIKELY TO BUY YOUR PRODUCTS/SERVICES.
  22. 22. DEMOGRAPHICS-THE STATISTICAL CHARACTERISTICS OF HUMANPOPULATIONS USED TO IDENTIFY MARKET SEGMENTS. -AGE -INCOME -SEX -EDUCATION -RACE -EMPLOYMENT PSYCHOGRAPHICS-VARIABLES CLASSIFYING POPULATION GROUPSACCORDING TO PSYCHOLOGICAL VARIABLES. -INTERESTS -VALUES -LIFESTYLE
  23. 23. MARKETING IS ALSO ABOUT THE ART OF PERSUASION
  24. 24. Yawning is a surprisingly powerful act. Just by reading the two yawns inthe previous two sentences--and the two additional yawns in thissentence--a good number of you will probably yawn within the next fewminutes. Even as Im writing this Ive yawned twice. If youre reading thisin a public place, and youve just yawned, chances are that a goodproportion of everyone who saw you yawn is now yawning too, and agood proportion of the people watching the people who watched youyawn are now yawning as well, and on and on, in a ever-widening,yawning circle.Yawning is incredibly contagious. I made some of you reading this yawnsimply by writing the word "yawn". The people who yawned when theysaw you yawn, meanwhile, were infected by the sight of you yawning--which is a second kind of contagion. They might even have yawned ifthey only heard you yawn, because yawning is also aurally contagious: ifyou play an audio-tape of a yawn to blind people, theyll yawn too. Andfinally, if you yawned as you read this, did the thought cross your mind--however unconsciously and fleetingly--that you might be tired? I suspectthat for some of you it did, which means that yawns can also beemotionally contagious. Simply by writing the word, I can plant a feelingin your mind.
  25. 25. -THE TRUE ESSENCE OF MARKETING IS PERSUASION.-THE ABILITY TO PERSUADE THE CUSTOMER INTO:3) PARTING WITH ONE OF THEIR MOST PRIZED POSSESSIONS ($)4) PURCHASING A PRODUCT/SERVICE THAT THEY MAY NOT KNOW THEY WANT.-MARKETING = SELLING & IF YOU CAN’T PERSUADE THEN YOU CAN’T SELL. 2 KEYS TO PERSUASION• SHOES: WALK IN YOUR CUSTOMER’S SHOES• EYES: SEE THROUGH YOUR CUSTOMER’S EYES.
  26. 26. THE MARKETING MIX (4 P’S)PRODUCTPLACEPRICEPROMOTION-ALL FOUR P’S MUST REINFORCE THE IMAGE OF THEPRODUCT/SERVICE THE COMPANY REPRESENTS TO THEPOTENTIAL CUSTOMER.
  27. 27. PRODUCT-ANY ITEM OR SERVICE THAT SATISFIES THE NEED OF ACUSTOMER.
  28. 28. PLACE-THE METHOD OF DISTRIBUTION OF A PRODUCT/SERVICE FROM THE MANUFACTURER TO THE CONSUMER.-4 COMMON CHANNELS OF DISTRIBUTION FOR CONSUMER GOODS7) MANUFACTURER TO CONSUMER8) MANUFACTURER TO RETAILER TO CONSUMER9) MANUFACTURER TO WHOLESALER TO RETAILER TO CONSUMER*10) MANUFACTURER TO WHOLESALER TO WHOLESALER TO CONSUMER*MOST COMMON CHANNEL OF DISTRIBUTION
  29. 29. PRICE-KEY FACTOR IN CUSTOMER’S DECISION TO BUY.-PRICE FOR A PRODUCT/SERVICE DEPENDS ON 3 FACTORS:5) A COMPANY’S COST STRUCTURE6) AN ASSESSMENT OF WHAT THE MARKET WILL BEAR7) THE DESIRED IMAGE THE COMPANY WANTS TO CREATE IN ITS CUSTOMERS’ MINDS
  30. 30. PROMOTION-INVOLVES BOTH ADVERTISING & PERSONAL SELLING.ADVERTISING:-COMMUNICATES TO CUSTOMERS THE BENEFITS OF APRODUCT/SERVICE THROUGH SOME MASS MEDIUM (TV,PRINT, RADIO, WEB).PERSONAL SELLING:-THE ART OF PERSUASIVE SALES ON A ONE-TO-ONEBASIS.
  31. 31. WHAT IS GUERRILLA MARKETING?
  32. 32. GUERRILLA MARKETING-”UNCONVENTIONAL, LOW-COST, CREATIVE MARKETING STRATEGIES.”4 OBJECTIVES:• PINPOINT SPECIFIC TARGET MARKETS.• DETERMINE CUSTOMER NEEDS & WANTS.• ANALYZE THE FIRM’S COMPETITIVE ADVANTAGES.• CREATE A MARKETING MIX THAT MEETS CUSTOMER NEEDS & WANTS.-GUERRILLA MARKETING ATTEMPTS TO USE THE ELEMENT OF SURPRISE & MARKET TO CUSTOMERS WITHOUT CUSTOMERS REALIZING THEY ARE BEING MARKETED TO. (SUBLIMINAL MARKETING).
  33. 33. QuickTimeª and a decompressorare needed to see this picture. SOCIAL MEDIA MARKETING QuickTimeª and a decompressor are needed to see this picture.
  34. 34. SOCIAL MEDIA MARKETING“THE PROCESS OF GAINING ATTENTION THROUGH SOCIAL MEDIA SITES.”-IT’S ABOUT FINDING OPPORTUNITIES TO HAVE HONESTINTERACTION WITH YOUR CUSTOMERS & PROSPECTS.-SOCIAL MEDIA TOOLS ALLOW YOU TO ENGAGE WITHYOUR CUSTOMERS BUT ALSO YOUR CUSTOMERS TOCONNECT WITH EACH OTHER.-THIS MEANS YOUR CUSTOMERS BECOME AMBASSADORSFOR YOUR BRAND.-YOUR SOCIAL MEDIA MARKETING SHOULD GENERATEUNIQUE & ENTICING CONTENT FOR YOUR CUSTOMERS &THE PROSPECTS YOU HOPE TO ATTRACT.
  35. 35. -THE CONGLOMERATE BREWERIES SPEND MORE THAN$1.5 BILLION/YEAR ON ADVERTISING. QuickTimeª and a decompressor QuickTimeª and a are needed to see this picture. decompressor are needed to see this picture.-SOCIAL MEDIA ALLOWS SMALL BUSINESSES TO REACH ALOT OF PEOPLE WITHPOUT SPENDING A LOT OF MONEY.
  36. 36. SOCIAL MEDIA MARKETING TECHNIQUES
  37. 37. CONSUMER’S ONLINE BRAND RELATED ACTIVITIES (COBRAs)-PROVIDING YOUR CUSTOMERS A WAY TO SHOW THEMSELVESUSING YOUR PRODUCT/SERVICE THROUGH SOCIAL MEDIA. QuickTimeª and a decompressor are needed to see this picture. QuickTimeª and a decompressor are needed to see this picture. QuickTimeª and a decompressor are needed to see this picture.
  38. 38. QuickTimeª and a decompressorare needed to see this picture.
  39. 39. ELECTRONIC WORD OF MOUTH (eWOM)-WAYS FOR CUSTOMERS TO UPLOAD ELECTRONICRECOMMENDATIONS & APPRAISALS OF COMPANIES,PRODUCTS, & SERVICES.-eWOM IN A CONVENIENT MANNER TO HAVE A PRODUCTPROMOTED VIS CONSUMER-TO-CONSUMERINTERACTIONS. QuickTimeª and a decompressor are needed to see this picture.
  40. 40. DOGFISH HEAD & THE AMERICAN RED CROSS #GETTINGSLIZZERD FUNDRAISING CAMPAIGN QuickTimeª and a decompressor are needed to see this picture. QuickTimeª and a decompressor are needed to see this picture.

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