The document discusses experiential marketing, which aims to connect brands with consumers through emotional experiences that appeal to the senses. It provides examples of common experiential marketing tactics like flash mobs, sticker bombs, outdoor exhibits, and digital scavenger hunts. The document also discusses considerations for whether experiential marketing is right for a particular business and provides case studies of campaigns by brands like Sprite, Coca-Cola, and Nike.
The document discusses experiential marketing. It begins with an overview and definition of experiential marketing. It then outlines several strategic experiential modules that can be used, including sense, feel, think, act, and relate. Finally, it discusses brand experience factors and how experiential marketing focuses on memorable customer experiences rather than only product features and benefits.
Event marketing motivation ,promotion and pricing policies in event marketingalisdq550
This document discusses motivation, promotion, and pricing policies in event marketing. It begins by explaining that events provide both services and goods to create experiences for consumers. It then discusses understanding consumer motivations, including extrinsic motivations like work and social factors, and intrinsic motivations like push factors and pull factors. Promotion tools for events include advertising, public relations, direct marketing, word of mouth, hospitality, websites, and social media. Finally, it outlines various pricing policies like penetration pricing, economy strategies, and psychological pricing. The overall goal is for marketers to understand consumer motivations and effectively promote and price events.
A distribution channel is the network of person and corporation involved in getting a product or service from the creator to the customer. Distribution channels are also known as marketing channels or marketing distribution channels.
Melbox- Expérience client et Marketing SensorielMelanie Bergeron
Un service pour vous permettre d'améliorer l'expérience client et créer une relation émotionnelle entre le public cible et votre marque. Le marketing sensoriel est un volet peu exploité mais qui a pourtant fait ses preuves. Joint à une stratégie de marketing globale, votre marque pourra atteindre de nouveaux sommets. Vous êtes prêts à vous démarquer?
The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.
The document provides a history of account planning, which aims to include consumer insights and perspectives in the marketing and advertising process. It discusses how account planners act as the voice of the consumer, providing cultural understanding, research, and ensuring marketing strategies are effective. Planners wear many hats as explorers, storytellers, researchers, and more to gain deep consumer insights that guide creative development and solve clients' problems. A good planner is curious, intuitive about people and brands, and drives empathetic understanding of human nature to create truly impactful advertising.
The document discusses experiential marketing, which aims to connect brands with consumers through emotional experiences that appeal to the senses. It provides examples of common experiential marketing tactics like flash mobs, sticker bombs, outdoor exhibits, and digital scavenger hunts. The document also discusses considerations for whether experiential marketing is right for a particular business and provides case studies of campaigns by brands like Sprite, Coca-Cola, and Nike.
The document discusses experiential marketing. It begins with an overview and definition of experiential marketing. It then outlines several strategic experiential modules that can be used, including sense, feel, think, act, and relate. Finally, it discusses brand experience factors and how experiential marketing focuses on memorable customer experiences rather than only product features and benefits.
Event marketing motivation ,promotion and pricing policies in event marketingalisdq550
This document discusses motivation, promotion, and pricing policies in event marketing. It begins by explaining that events provide both services and goods to create experiences for consumers. It then discusses understanding consumer motivations, including extrinsic motivations like work and social factors, and intrinsic motivations like push factors and pull factors. Promotion tools for events include advertising, public relations, direct marketing, word of mouth, hospitality, websites, and social media. Finally, it outlines various pricing policies like penetration pricing, economy strategies, and psychological pricing. The overall goal is for marketers to understand consumer motivations and effectively promote and price events.
A distribution channel is the network of person and corporation involved in getting a product or service from the creator to the customer. Distribution channels are also known as marketing channels or marketing distribution channels.
Melbox- Expérience client et Marketing SensorielMelanie Bergeron
Un service pour vous permettre d'améliorer l'expérience client et créer une relation émotionnelle entre le public cible et votre marque. Le marketing sensoriel est un volet peu exploité mais qui a pourtant fait ses preuves. Joint à une stratégie de marketing globale, votre marque pourra atteindre de nouveaux sommets. Vous êtes prêts à vous démarquer?
The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.
The document provides a history of account planning, which aims to include consumer insights and perspectives in the marketing and advertising process. It discusses how account planners act as the voice of the consumer, providing cultural understanding, research, and ensuring marketing strategies are effective. Planners wear many hats as explorers, storytellers, researchers, and more to gain deep consumer insights that guide creative development and solve clients' problems. A good planner is curious, intuitive about people and brands, and drives empathetic understanding of human nature to create truly impactful advertising.
The document discusses branding and messaging strategies for non-profits. It provides information on developing an organizational identity through articulating a vision, mission, values, and personality. It gives examples of effective vision and mission statements. The document also discusses a case study of rebranding efforts for the Woodland Park Zoo to modernize its identity and position it as a conservation leader through engaging educational experiences. The zoo's new vision is for a world where communities protect animals and habitats to create a sustainable future, and its mission is to save animals through conservation leadership and engaging experiences that inspire learning, care, and action.
One of the main reasons why companies need to translate is to sell their products to customers in other countries, which is why there is a lot of marketing content to translate. It's a very visible area and sales results are expected, so we need to understand what's expected of us as translators.
Positioning involves designing an offer to occupy a distinct place in customers' minds. Successful positioning requires understanding where a brand is positioned in customers' perceptions and developing strategies accordingly. It also relies on market segmentation, formulation of a positioning statement aligned with promotional objectives, and establishing a distinct brand image in competitive markets. Positioning can be functional, focusing on features and benefits, or expressive/symbolic, emphasizing emotional associations. Repositioning changes a brand's status versus competitors in response to market changes. Successful positioning and repositioning examples include Virgin Airways emphasizing experience, Michelin emphasizing authority, GE focusing on sustainability, and Old Spice targeting younger customers with a fresher image.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. Sports marketing involves marketing products through sponsoring sporting events or teams to create brand awareness. Traditional marketing uses methods like advertisements, flyers, and billboards, while sports marketing partners with sporting organizations and events using sponsors like Puma, Coca-Cola, and Nike. Sports entertainment products include video games, theme parks, publications, television, and radio. Sports companies like Nike market a variety of products including footwear, apparel, and equipment for different sports. Effective sports marketing strategies include understanding the target audience, developing a unique brand message, creating engaging content, identifying distribution channels, and forming
This document provides an overview of marketing management and key marketing concepts. It defines marketing as understanding customer needs and wants in order to develop products and services, set prices, distribute products, and promote in a way that satisfies customers and leads to profits. The document outlines the marketing process and discusses the evolution of marketing concepts from production-oriented to a customer-focused marketing concept. It also defines the key elements of the marketing mix - product, price, place, and promotion.
This document summarizes various environmental determinants of consumer behavior, including family influences, social class, group dynamics, and reference groups. It discusses how family roles, life stages, and size can impact buying decisions. Social class is defined based on factors like income and education. Group dynamics examines how primary and informal social groups can sway purchases, with friends and coworkers having significant influence. Reference groups that consumers compare themselves to, like normative peers, can encourage conformity through social pressures.
This document discusses the debate between the strong and weak theories of advertising. The strong theory argues that advertising can directly change consumer attitudes and behaviors, leading to increased sales. The weak theory argues that advertising mainly reinforces existing brand perceptions rather than directly changing attitudes. The document evaluates several models from each school and argues that neither fully captures how advertising works. It concludes that advertising's role goes beyond just generating sales, and its effectiveness depends on the specific communication objectives.
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
Role of advertisement in consumer behaviorEasy Learning
1. Advertisements play an essential role in creating an image of a product in consumers' minds and must communicate relevant information to the target audience in a catchy way.
2. It is important for marketers to understand consumer behavior and needs to create effective advertisements for the right audience. Advertisements must appeal to the target audience to connect them to the brand and potentially increase sales.
3. Advertisements should show what consumers like about a product based on research of the target audience's expectations, preferences, and psychologies without offending any groups, and provide relevant information in a non-confusing manner.
This document summarizes two models of consumer behaviour: Nicosia's model from 1966 and the Howard & Sheth model from 1969.
Nicosia's model describes a circular flow of influences between four major components: firm attributes/communications, consumer psychological attributes, consumer search/evaluation of alternatives, and consumer use of the product. The Howard & Sheth model focuses on repeat buying and has four components: stimulus inputs, hypothetical constructs, response outputs, and exogenous variables. It aims to explain buyer rationality with incomplete information. Both models analyze the relationships between firm marketing, consumer attributes, and the consumer decision process.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
Definition of Social Marketing, first published in Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009) doi:10.1016/j.jbusres.2009.02.013
How to Develop Creative Advertising StrategyJul Ahn
The document discusses effective advertising strategies. It notes that effective advertising must extend from a sound marketing strategy and be compatible with other elements of integrated marketing communications. It must also take the consumer's view and focus on product benefits rather than attributes. Additionally, effective advertising needs to find a unique way to break through clutter, be persuasive by highlighting benefits for consumers, and never promise more than can be delivered. The creative idea also should not overwhelm the underlying strategy.
This document provides an overview of guerrilla marketing. It begins by defining guerrilla marketing as unconventional marketing tactics that yield maximum results with low costs. Various marketing warfare strategies like defensive, offensive frontal, and offensive flanking are described. The principles of guerrilla marketing including being cheap, humorous, completely unexpected, and focused on building goodwill are outlined. Types of guerrilla marketing like ambient and grassroots marketing are defined. The key elements that make guerrilla marketing successful including cost advantages, ability to stand out, brand building, and lasting impressions are summarized.
This document provides an overview of sales promotion strategies and techniques. It discusses the different types of sales promotions including consumer promotions that aim to induce immediate purchases and trade promotions that encourage retailers to stock more inventory. Some key sales promotion tools mentioned include coupons, refunds, samples, specialty packaging, and loyalty programs. The document also notes that sales promotions work best when they are targeted towards specific buyer types and behavioral stages. Planning and choosing the right promotion for each situation is important to achieve the desired results.
This document discusses neuro marketing and how neuroscience can help marketers understand consumers. It describes how tools like functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) can measure brain activity in response to marketing stimuli without relying on self-reports. Specifically, it explores using event-related potentials like the P300 wave measured by EEG to study how advertisements with and without social messages are processed in the short-term and long-term memory. The study aims to provide insights into how these different types of ads impact brand recall over time.
Neuro marketing is a new field that applies neuroscience to understand consumer decision making. It uses brain imaging techniques like fMRI to study how the brain responds to marketing stimuli and purchases. While the conscious mind believes it makes decisions, the subconscious mind actually controls 95% of purchasing. Neuro marketing benefits include more accurate consumer insights and influencing customers to click "buy". It provides strategic advantages such as improving brand strategies, communications, and digital/social media strategies. The challenge is engaging consumers emotionally so involvement translates to purchases.
Stevie Kim's Kick-off Speech Day 2 at wine2wine 2019Stevie Kim
Stevie Kim, managing director of Vinitaly International.
wine2wine is a dynamic international wine industry forum, it has been held annually in Verona, Italy since 2014. The event is a key reference point for wine producers, professionals and the various members of the wine sector who are interested in developing their wine businesses worldwide. This year we have chosen Social Sustainability as a theme, this has become a focal point in the wine industry today. This area has many facets and we want to provide a platform for all the topics in conjuntion with this imperative. Throughout both days, wine2wine will feature relevant and engaging seminars as well as interactive workshops. The speakers are renowned international experts in their field and amongst the brightest minds in the wine world.
Stevie Kim's Kick-off Speech at wine2wine 19Stevie Kim
As Managing Director of Vinitaly International I am proud to announce that wine2wine 2019 has officially started!
wine2wine is a dynamic international wine industry forum, it has been held annually in Verona, Italy since 2014. The event is a key reference point for wine producers, professionals and the various members of the wine sector who are interested in developing their wine businesses worldwide. This year we have chosen Social Sustainability as a theme, this has become a focal point in the wine industry today. This area has many facets and we want to provide a platform for all the topics in conjuntion with this imperative. Throughout both days, wine2wine will feature relevant and engaging seminars as well as interactive workshops. The speakers are renowned international experts in their field and amongst the brightest minds in the wine world.
The document discusses branding and messaging strategies for non-profits. It provides information on developing an organizational identity through articulating a vision, mission, values, and personality. It gives examples of effective vision and mission statements. The document also discusses a case study of rebranding efforts for the Woodland Park Zoo to modernize its identity and position it as a conservation leader through engaging educational experiences. The zoo's new vision is for a world where communities protect animals and habitats to create a sustainable future, and its mission is to save animals through conservation leadership and engaging experiences that inspire learning, care, and action.
One of the main reasons why companies need to translate is to sell their products to customers in other countries, which is why there is a lot of marketing content to translate. It's a very visible area and sales results are expected, so we need to understand what's expected of us as translators.
Positioning involves designing an offer to occupy a distinct place in customers' minds. Successful positioning requires understanding where a brand is positioned in customers' perceptions and developing strategies accordingly. It also relies on market segmentation, formulation of a positioning statement aligned with promotional objectives, and establishing a distinct brand image in competitive markets. Positioning can be functional, focusing on features and benefits, or expressive/symbolic, emphasizing emotional associations. Repositioning changes a brand's status versus competitors in response to market changes. Successful positioning and repositioning examples include Virgin Airways emphasizing experience, Michelin emphasizing authority, GE focusing on sustainability, and Old Spice targeting younger customers with a fresher image.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. Sports marketing involves marketing products through sponsoring sporting events or teams to create brand awareness. Traditional marketing uses methods like advertisements, flyers, and billboards, while sports marketing partners with sporting organizations and events using sponsors like Puma, Coca-Cola, and Nike. Sports entertainment products include video games, theme parks, publications, television, and radio. Sports companies like Nike market a variety of products including footwear, apparel, and equipment for different sports. Effective sports marketing strategies include understanding the target audience, developing a unique brand message, creating engaging content, identifying distribution channels, and forming
This document provides an overview of marketing management and key marketing concepts. It defines marketing as understanding customer needs and wants in order to develop products and services, set prices, distribute products, and promote in a way that satisfies customers and leads to profits. The document outlines the marketing process and discusses the evolution of marketing concepts from production-oriented to a customer-focused marketing concept. It also defines the key elements of the marketing mix - product, price, place, and promotion.
This document summarizes various environmental determinants of consumer behavior, including family influences, social class, group dynamics, and reference groups. It discusses how family roles, life stages, and size can impact buying decisions. Social class is defined based on factors like income and education. Group dynamics examines how primary and informal social groups can sway purchases, with friends and coworkers having significant influence. Reference groups that consumers compare themselves to, like normative peers, can encourage conformity through social pressures.
This document discusses the debate between the strong and weak theories of advertising. The strong theory argues that advertising can directly change consumer attitudes and behaviors, leading to increased sales. The weak theory argues that advertising mainly reinforces existing brand perceptions rather than directly changing attitudes. The document evaluates several models from each school and argues that neither fully captures how advertising works. It concludes that advertising's role goes beyond just generating sales, and its effectiveness depends on the specific communication objectives.
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
Role of advertisement in consumer behaviorEasy Learning
1. Advertisements play an essential role in creating an image of a product in consumers' minds and must communicate relevant information to the target audience in a catchy way.
2. It is important for marketers to understand consumer behavior and needs to create effective advertisements for the right audience. Advertisements must appeal to the target audience to connect them to the brand and potentially increase sales.
3. Advertisements should show what consumers like about a product based on research of the target audience's expectations, preferences, and psychologies without offending any groups, and provide relevant information in a non-confusing manner.
This document summarizes two models of consumer behaviour: Nicosia's model from 1966 and the Howard & Sheth model from 1969.
Nicosia's model describes a circular flow of influences between four major components: firm attributes/communications, consumer psychological attributes, consumer search/evaluation of alternatives, and consumer use of the product. The Howard & Sheth model focuses on repeat buying and has four components: stimulus inputs, hypothetical constructs, response outputs, and exogenous variables. It aims to explain buyer rationality with incomplete information. Both models analyze the relationships between firm marketing, consumer attributes, and the consumer decision process.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
Definition of Social Marketing, first published in Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009) doi:10.1016/j.jbusres.2009.02.013
How to Develop Creative Advertising StrategyJul Ahn
The document discusses effective advertising strategies. It notes that effective advertising must extend from a sound marketing strategy and be compatible with other elements of integrated marketing communications. It must also take the consumer's view and focus on product benefits rather than attributes. Additionally, effective advertising needs to find a unique way to break through clutter, be persuasive by highlighting benefits for consumers, and never promise more than can be delivered. The creative idea also should not overwhelm the underlying strategy.
This document provides an overview of guerrilla marketing. It begins by defining guerrilla marketing as unconventional marketing tactics that yield maximum results with low costs. Various marketing warfare strategies like defensive, offensive frontal, and offensive flanking are described. The principles of guerrilla marketing including being cheap, humorous, completely unexpected, and focused on building goodwill are outlined. Types of guerrilla marketing like ambient and grassroots marketing are defined. The key elements that make guerrilla marketing successful including cost advantages, ability to stand out, brand building, and lasting impressions are summarized.
This document provides an overview of sales promotion strategies and techniques. It discusses the different types of sales promotions including consumer promotions that aim to induce immediate purchases and trade promotions that encourage retailers to stock more inventory. Some key sales promotion tools mentioned include coupons, refunds, samples, specialty packaging, and loyalty programs. The document also notes that sales promotions work best when they are targeted towards specific buyer types and behavioral stages. Planning and choosing the right promotion for each situation is important to achieve the desired results.
This document discusses neuro marketing and how neuroscience can help marketers understand consumers. It describes how tools like functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) can measure brain activity in response to marketing stimuli without relying on self-reports. Specifically, it explores using event-related potentials like the P300 wave measured by EEG to study how advertisements with and without social messages are processed in the short-term and long-term memory. The study aims to provide insights into how these different types of ads impact brand recall over time.
Neuro marketing is a new field that applies neuroscience to understand consumer decision making. It uses brain imaging techniques like fMRI to study how the brain responds to marketing stimuli and purchases. While the conscious mind believes it makes decisions, the subconscious mind actually controls 95% of purchasing. Neuro marketing benefits include more accurate consumer insights and influencing customers to click "buy". It provides strategic advantages such as improving brand strategies, communications, and digital/social media strategies. The challenge is engaging consumers emotionally so involvement translates to purchases.
Stevie Kim's Kick-off Speech Day 2 at wine2wine 2019Stevie Kim
Stevie Kim, managing director of Vinitaly International.
wine2wine is a dynamic international wine industry forum, it has been held annually in Verona, Italy since 2014. The event is a key reference point for wine producers, professionals and the various members of the wine sector who are interested in developing their wine businesses worldwide. This year we have chosen Social Sustainability as a theme, this has become a focal point in the wine industry today. This area has many facets and we want to provide a platform for all the topics in conjuntion with this imperative. Throughout both days, wine2wine will feature relevant and engaging seminars as well as interactive workshops. The speakers are renowned international experts in their field and amongst the brightest minds in the wine world.
Stevie Kim's Kick-off Speech at wine2wine 19Stevie Kim
As Managing Director of Vinitaly International I am proud to announce that wine2wine 2019 has officially started!
wine2wine is a dynamic international wine industry forum, it has been held annually in Verona, Italy since 2014. The event is a key reference point for wine producers, professionals and the various members of the wine sector who are interested in developing their wine businesses worldwide. This year we have chosen Social Sustainability as a theme, this has become a focal point in the wine industry today. This area has many facets and we want to provide a platform for all the topics in conjuntion with this imperative. Throughout both days, wine2wine will feature relevant and engaging seminars as well as interactive workshops. The speakers are renowned international experts in their field and amongst the brightest minds in the wine world.
Vinitaly Survey (Full Length Version): Preliminary Findings to Italian Wines ...Stevie Kim
The Wine Opinions Vinitaly Survey, commissioned by Vinitaly International and presented at VINO2017, event organised by ITA Italian Trade Agency in NYC, analyses the preliminary findings to Italian Wines and American Palate with a focus on the purchasing process, consumption, competitors and general awareness of Italian wine, divided by age brackets.
The document outlines the Vinitaly International Academy, which offers various certification courses focused on Italian wine. It introduces the faculty, which includes Italian wine experts from locations like the US, UK, and Hong Kong. It also describes pilot programs for wine educators and ambassadors, an Italian wine certification course, and plans to develop an Italian wine fellow course. The academy is based in Verona, Italy and aims to build an international ecosystem of Italian wine professionals and enthusiasts.
My Life as a Summer Intern, Allegrini Bootcamp 2018Stevie Kim
Have you seen the movie called “The Intern” with Robert De Niro and Anne Hathaway? De Niro plays a 70-year-old retiree who works as a Senior Intern for an ecommerce startup in Brooklyn, New York, and Hathaway plays his boss. Stevie Kim is not quite old as the De Niro character (nor is she thinking of retiring any time soon!) but this Summer she decided to embark on an internship in New York at VinePair, an innovative digital media company specialized in wine, beer, and spirits. In the first part of her talk, she will share some insights from her experience as an intern and discuss how they can be integrated into the communication and promotion of Italian wine effectively.
With Italy growing roughly 550 different native grape varieties—more than all the native grapes of France, Greece, and Spain added together—promoting Italian wine abroad is no small task. In the second part of her talk, Stevie will also provide an overview on the state-of-the-art of Italian wine marketing with a digital focus. Given her position in the lead of an organization which promotes Italian wine, this part of her talk will concentrate, in particular, on how to build digital brand awareness.
Please forward any questions in advance of the talk to @steviekim222.
My Life as a Summer Intern, Allegrini Bootcamp 2018
Corsera Lezione di vino con i maestri Milano 28 maggio 23_.pptx
1.
2. NELLE POPOLAZIONI DI VITIGNI ITALIANI (N = 430) SI EVIDENZIANO DUE
GRUPPI ANCESTRALI CHE CORRISPONDONO AI GENOMI DELLE
POPOLAZIONI UMANE DI DIVERSA ORIGINE GEOGRAFICA (QUARTA
MIGRAZIONE - ETA DEL BRONZO - 3.800- 4.000 a .C.)
LA SARDEGNA E’
ESCLUSA DA
QUESTA PROCESSI
MIGRATORI ED I
SUOI VITIGNI
HANNO UNA
ORIGINE DIVERSA E
PIU’ LONTANA
(TARDO NEOLITICO
8.000 a.C)
3. Oltre ai tre gruppi ancestrali
comuni a tutti gli Europei
- cacciatori del Mesolitico,
- agricoltori neolitici di origine
mediorientale
- gli allevatori di cavalli dell'Età del
Bronzo
nel genoma degli italiani sono state
identificate tracce genetiche di un
nuovo e precedentemente ignoto
quarto gruppo ancestrale
geneticamente simile alle
popolazioni moderne della regione
del Caucaso.
Questa componente sarebbe giunta
nella penisola italiana, passando
dal Sud Italia, in un periodo
compreso tra la fine del Neolitico e
l'inizio dell'Età del Bronzo.
FREQUENZA DEGLI APLOTIPI MITOCONDRIALI DELLE VARIE POPOLAZIONI ITALIANE
4. CRISI CLIMATICHE E MIGRAZIONI
La rivoluzione neolitica- nascita
della viticoltura
Optimum climatico postglaciale-
diluvio storico
Crisi climatica-siccità- onda
d’avanzamento
Crisi climatica - caldo - IV
migrazione – Micenei in Italia
5. 9.000 a.C.
FINE DELLE
GLACIAZIONI
• LA VITICOLTURA NASCE SUI MONTI ZAGROS
• I PIU’ ANTICHI RITROVAMENTI DI TRACCE DI
VINIFICAZIONI A GODIN TEPE
5.600 a.C
FASE MOLTO
CALDA
• SCIOGLIMENTO GHIACCI NORD EUROPA
INNALZAMENTO LIVELLO DEL MARE NERO –IL
DILUVIO STORICO-LA PIU’ GRANDE CATASTROFE
DEL MONDO ANTICO (NOE’,GILGAMISH)
• QUARTA MIGRAZIONE VERSO OCCIDENTE
3.800 a.C.
FASE DI GRANDE
SICCITA’
• SENZA LE ALLUVIONI DEL TIGRI ED EUFRATE LE
PIANURE DELL’IRAN DIVENTANO UN DESERTO
SALATO
• LE POPOLAZIONI MIGRANO VERSO NORD,IN
CAUCASO
7. Nicchie ecologiche della vite selvatica A nell’ultimo
massimo glaciale (21.000 anni fa) B
nella fase calda del primo Olocene (10.000-8.000 anni fa)
A
B
x
8. Distribuzione geografica del CG 1 ( uva coltivata del Levante ) e CG 2 (
uva coltivata in Caucaso) in relazione ai centri di domesticazione.La
separazione è avvenuta nei due siti contemporaneamente (11.000
anni fa )
9. Origine dei gruppi da CG1 a CG6 alla fine del Neolitico lungo le rotte
di migrazione umana
10.
11. Identificazione dei vitigni con SNPs
Visparola
nonno di
Sangiovese
Strinto porcino
genitore di
Sangiovese
Toscana
12. IPOTESI SULLE PRINCIPALI DIRETTRICI DI DIFFUSIONI DEI
VITIGNI COLTIVATI IN ITALIA
D’Onofrio et al., 2021.
Front. Plant Sci. 11:605934
13. Mappa geografica ottenuta dall’analisi della struttura ancestrale
ottenuta dall’analisi di 709 accessioni di vite provenienti da
Georgia, Turchia, Grecia, Cipro, Libano, Balcani, Italia, Francia e
penisola iberica). Si sono evidenziati tre gruppi ancestrali .I
genotipi del Nord e Sud Italia si sono suddivisi in due sotto
popolazioni.