Kotler framework 5e_08_sppt
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The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors. Branding involves endowing products with the power of the brand. Brand equity refers to the added value brands provide through how consumers think of and react to the brand. Building brand equity involves identifying brand positioning, implementing brand marketing, measuring performance, and growing brand value over time. Strong brands can improve perceptions, create loyalty, and allow companies to charge premium prices.
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The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods and differentiates them from competitors. Brand equity is the added value provided to products and services through branding, which is reflected in how consumers think, feel and act regarding the brand. Building brand equity involves identifying brand positioning, implementing brand marketing, measuring performance, and growing brand value over time. Strong brands provide advantages like greater loyalty and margins as well as marketing effectiveness.
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The document discusses positioning, differentiation, and competitive strategies. It defines positioning as how a product is defined by consumers relative to competitors. Firms establish positioning by crafting a value proposition and associations that are desirable, deliverable, and differentiating. The document also discusses general strategies for market leaders, challengers, followers, and niche players to compete effectively through differentiation, innovation, pricing, distribution, and targeting niches.
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- Branding can apply to physical goods, services, retailers, online offerings, organizations and more. Almost anything can be branded.
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This document discusses issues related to implementing strategies in marketing, finance/accounting, research and development (R&D), and management information systems (MIS). It provides examples of decisions that must be made in each area, such as how to segment markets, position products, acquire capital, evaluate business worth, approach R&D, and utilize MIS functions. The key challenges of strategy implementation are also noted, such as the fact that less than 10% of formulated strategies are successfully implemented.
Kotler framework 5e_04_sppt
The document discusses customer relationship management and loyalty. It defines loyalty as a commitment to repurchase from a preferred brand despite potential switching influences. It also defines customer relationship management as carefully managing detailed customer information to maximize loyalty. Additionally, it discusses estimating customer lifetime value and the importance of maximizing it through acquiring, retaining, and increasing customers' spending with a company over time.
Kotler_MM_12_ippt.ppt
The document discusses key concepts around products and marketing, including:
- Products can be physical goods, services, experiences or ideas that satisfy wants/needs. They are classified by durability, tangibility and use.
- Differentiation is important and can be done through product form, features, customization, performance and more. Good design appeals to both rational and emotional sides.
- Companies manage product mixes and lines based on width, length, depth and consistency. Packaging, co-branding, ingredient branding and labeling are important marketing tools.
Kotler mm 14e_02_ippt
The document discusses marketing strategies and plans, including identifying a company's value chain, core competencies, and marketing opportunities. It explains that a marketing plan operates at both a strategic and tactical level to direct a company's marketing efforts and should include an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Additionally, the document covers topics such as product versus market orientation, SWOT analysis, and Porter's generic strategies.
kotler_mm_14e_02_sppt.ppt
The document discusses marketing strategies and plans. It covers topics such as the value chain, core competencies, strategic planning processes, SWOT analysis, marketing opportunities, goals, generic strategies, marketing mix, and marketing plan contents. The marketing plan is the central instrument for directing marketing efforts and includes an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Strategic planning is carried out at the corporate level to define missions and assess growth opportunities, and at the business unit level through SWOT and opportunity analyses.
kotler_mm_14e_02_sppt.ppt
The document discusses marketing strategies and plans. It covers topics such as the value chain, core competencies, strategic planning processes, SWOT analysis, marketing opportunities, goals, generic strategies, marketing mix, and marketing plan contents. The marketing plan is the central instrument for directing marketing efforts and includes an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Strategic planning is carried out at the corporate level to define missions and assess growth opportunities, and at the business unit level through SWOT analysis and identifying marketing opportunities.
CHAPTER 2 Developing Marketing Strategies and Plans.ppt
The document discusses marketing strategies and plans. It covers topics such as the value chain, core competencies, strategic planning processes, SWOT analysis, marketing opportunities, goals, generic strategies, marketing mix, and marketing plan contents. The marketing plan is the central instrument for directing marketing efforts and includes an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Strategic planning is carried out at the corporate level to define missions and assess growth opportunities, and at the business unit level through SWOT analysis and identifying marketing opportunities.
Kotler mm 14e 12 ippt
The document discusses key concepts around product strategy and marketing, including how to classify and differentiate products, the importance of product design, how to manage a company's product mix and lines, strategies for co-branding and ingredient branding, and how packaging, labeling, warranties and guarantees can be used as marketing tools. It provides frameworks for differentiating products, classifying them by durability, tangibility and use, and mapping product lines. The chapter questions cover topics like product characteristics, differentiation, design, product mixes, co-branding, and use of packaging as a marketing tool.
Kotler mm 14e_12_ippt
The document discusses key concepts around product strategy and marketing, including how products are classified based on durability, tangibility and use. It also covers how companies can differentiate products through features, style and other attributes. Additionally, it examines the importance of product design and how companies manage their product mix through line extensions. The final sections explore co-branding strategies and how packaging, labeling and guarantees are used as marketing tools.
Kotler_MM_14e_02_sppt.ppt
The document discusses marketing strategies and plans. It describes the value chain as the full range of activities involved in bringing a product or service to customers. These activities include design, production, marketing and distribution. Holistic marketing integrates value exploration, creation and delivery activities to build long-term relationships with stakeholders. A marketing plan operates at a strategic and tactical level to direct the marketing effort. It defines objectives, strategies and budgets to achieve organizational goals.
david_sm13_ppt_08.ppt
This document discusses issues related to implementing business strategies. It covers marketing, finance/accounting, research and development (R&D), and management information systems (MIS) issues. Some key points include that less than 10% of strategies are successfully implemented due to factors like improper market segmentation. It also discusses the importance of market segmentation, product positioning, acquiring capital, developing financial projections, and having an effective MIS system to differentiate successful firms.
Kotler framework 5e_01_sppt
The document defines marketing and marketing management. It discusses the scope of marketing, including goods, services, and ideas. It also covers fundamental marketing concepts such as needs, targeting, segmentation, offerings, value, and the marketing environment. The document then outlines the tasks involved in successful marketing management, such as developing strategies, connecting with customers, and delivering value.
Kotler 1 al 5
The document discusses marketing information systems. It defines a marketing information system as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It also defines a marketing intelligence system as a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The document provides examples of internal records and sources of information that are part of these systems, such as order-to-payment cycle data, sales information systems, databases, and external market intelligence. It emphasizes the importance of collecting the right information to make effective marketing decisions.
Kotler14e ippt ch9
The document discusses branding and brand equity. It covers key topics such as:
- The definition of a brand and how brands create value for companies and consumers.
- What brand equity is and how it is built through strong brand knowledge, preferences, and loyalty over time.
- The four main steps in strategic brand management: positioning, marketing, measuring performance, and sustaining value.
- Models for measuring brand equity such as brand value, awareness, and emotional connections to the brand.
- How brands are managed through reinforcement, revitalization, and architecture strategies to maintain and grow their value.
Kotler mm 14e_01_ippt
The document defines marketing as creating, communicating, and delivering value to customers in a way that benefits the organization. Marketing management is the process of choosing target markets and gaining, retaining, and growing customers through superior customer value. Marketing can be applied to goods, services, ideas, and other offerings. The key functions of marketing include understanding customer needs and segmentation, developing products and brands, and determining distribution channels and pricing.
Kotler_MM_14e_02_ippt.pptx
The document discusses developing marketing strategies and plans. It covers topics such as strategic planning processes at different organizational levels, components of a marketing plan, and how marketing can create and deliver value for customers. A marketing plan is a central instrument that operates at both a strategic and tactical level to direct an organization's marketing efforts. It typically includes sections on situation analysis, marketing strategy, financial projections, and implementation controls.
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CHAPTER 2 Developing Marketing Strategies and Plans.ppt
CHAPTER 2 Developing Marketing Strategies and Plans.ppt
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Pham yang embl-ebi
EMBL-EBI is a free molecular database that provides comprehensive information across various life science domains. It draws data from multiple external sources and databases to offer detailed information on topics like nucleotide sequences, protein structures, genomes, and related literature. Users can access this data online through the EMBL-EBI website and search tools or download selected data and software for offline use.
Kotler framework 5e_14_sppt
The document discusses retailing, wholesaling, and logistics. It covers the major types of retailers and wholesalers, as well as trends in these industries. Retailers are facing increased competition and changes in the retail environment. Wholesalers provide important functions in the supply chain such as buying, selling, warehousing and transportation services. The future of private label brands is also discussed.
Kotler framework 5e_13_sppt
The document discusses marketing channels and channel management. It defines a marketing channel as the set of organizations involved in making a product available to consumers. It describes channel functions like transportation, financing, and risk taking. It also discusses channel design considerations, including types of intermediaries, number of intermediaries, and terms of trade between members. The document outlines strategies for managing channels, integrating channels, and addressing issues like channel conflict and new digital channels.
Kotler framework 5e_07_sppt
The document discusses market segmentation and targeting. It defines a market segment as a group of customers who share similar needs and wants. Companies can segment markets geographically, demographically, psychographically, and behaviorally. Effective segmentation involves identifying distinct customer groups, selecting target segments, and communicating the benefits of products for those segments. Companies must also consider segment measurability, size, accessibility, differentiation, and how to develop an appropriate market mix strategy for each target.
Kotler framework 5e_06_sppt
The document discusses business markets and organizational buying. It defines organizational buying as the process by which formal organizations identify, evaluate and choose products and services. Business markets differ from consumer markets in that there are fewer buyers, close supplier-customer relationships, and professional purchasing. Organizational buying involves multiple people in a buying center and can include different buying situations like straight rebuys, modified rebuys, or new tasks. Building strong relationships requires understanding stages of the buying process and different forms of buyer-seller relationships.
Kotler framework 5e_05_sppt
This document discusses factors that influence consumer behavior and the consumer decision making process. It explores how cultural, social, and personal factors like age, occupation, and personality shape consumer behavior. It also examines psychological processes like motivation, perception, learning, and emotions that impact how consumers respond to marketing. Additionally, it outlines the consumer buying process, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key models are presented, like Maslow's hierarchy of needs and the consumer buying process model.
Kotler framework 5e_03_sppt
The document discusses marketing information systems, research, demand forecasting, and macroenvironmental factors. It describes how marketing information systems gather internal data and intelligence for decision making. Market research involves systematically defining problems, developing research plans, collecting and analyzing information, and presenting findings. Demand can be measured and forecasted using methods like surveys, sales analysis, and expert opinions. Major forces in the macroenvironment that influence demand include demographic, economic, sociocultural, technological, political, and natural factors.
Kotler framework 5e_18_sppt
The document discusses several key considerations for international marketing: factors to review before marketing internationally; major ways to enter foreign markets such as indirect exporting, direct exporting, licensing, joint ventures, and direct investment; and keys to an effective international marketing organization structure. It also lists questions about adapting marketing programs for different countries and managing country of origin effects.
Kotler framework 5e_02_sppt
The document discusses frameworks for developing marketing strategies and plans. It covers topics such as phases of value creation and delivery, the value chain, core business processes, characteristics of core competencies, holistic marketing, the strategic planning process, SWOT analysis, marketing opportunities analysis, goal formulation, generic strategies, marketing alliances, elements of marketing success, contents of a marketing plan, evaluating marketing plans, and measuring marketing performance.
Cubism
Cubism was an early 20th century avant-garde art movement founded by Pablo Picasso and Georges Braque. Cubism involved depicting subjects from multiple viewpoints to represent the subject in a greater context. The artists fragmented objects and reassembled them in an abstracted form rather than using single-point perspective. This allowed for objects to be analyzed from multiple angles and depicted simultaneously on a two-dimensional surface. Cubism revolutionized European painting and sculpture, and inspired related movements in music, literature and architecture.
Pointillism
Pointillism is a style of art using small dots of pure color that are applied in patterns to form an image. The French artist Georges Seurat founded the Pointillism movement in the 1880s, though critics later named it Pointillism. Seurat's most famous work, Sunday Afternoon on the Island of La Grande Jatte, took two years to complete and contains over 3 million dots applied individually. The French artist Paul Signac was also prominent in the Pointillism style and known for his coastal scenes of the French coast.
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Surrealism was an artistic movement that started in the 1920s and focuses on incorporating elements of fantasy and imagination into paintings by depicting everyday objects in unusual contexts or arrangements. Some of the most famous surrealist artists mentioned are Belgian artist Rene Magritte, who featured objects from his home, and Spanish artist Salvador Dali, known for his iconic painting "The Persistence of Memory". The document provides examples of works by Magritte and Dali and introduces surrealism as an artistic style that emerged in the early 20th century.
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Kotler framework 5e_08_sppt
- 1. Framework for Marketing Management 8 Creating Brand Equity 1
- 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-2 Chapter Questions What is a brand and how does branding work? What is brand equity and how is it built, measured, and managed? What are the important decisions in developing a branding strategy?
- 3. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-3 Steps in Strategic Brand Management Identifying and establishing brand positioning Planning and implementing brand marketing Measuring and interpreting brand performance Growing and sustaining brand value
- 4. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-4 What is a Brand? A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
- 5. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-5 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
- 6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-6 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
- 7. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-7 What is Branding? Branding is endowing products and services with the power of the brand.
- 8. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-8 What is Brand Equity? Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.
- 9. Advantages of Strong Brands Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger margins More inelastic consumer response Greater trade cooperation Increased marketing communications effectiveness Possible licensing opportunities Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-9
- 10. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-10 What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers.
- 11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-11 Brand Equity Models Brand Asset Valuator (BAV) Brandz Brand Resonance
- 12. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-12 Figure 8.1 BAV Model
- 13. Figure 8.2 Brand Dynamics Pyramid Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-13
- 14. Figure 8.3 Brand Resonance Pyramid Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-14
- 15. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-15 Brand Elements Brand names Slogans Characters Symbols Logos URLs
- 16. Brand Element Choice Criteria Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-16 Memorable Meaningful Likeable Transferable Adaptable Protectable
- 17. Figure 8.4 Secondary Sources of Brand Knowledge Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-17
- 18. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-18 Internal Branding Choose the right moment Link internal and external marketing Bring the brand alive for employees
- 19. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-19 Measuring Brand Equity Brand audits Brand tracking Brand valuation
- 20. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-20 Managing Brand Equity Brand reinforcement Brand revitalization
- 21. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-21 Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
- 22. Branding Terms Brand line Brand mix Brand extension Sub-brand Parent brand Family brand Line extension Category extension Branded variants Licensed product Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-22
- 23. Reasons for Brand Portfolios Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-23
- 24. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-24 Brand Roles in a Brand Portfolio Flankers Cash cows Low-end, entry-level High-end prestige
- 25. Brand Extensions Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-25
- 26. For Review What is a brand and how does branding work? What is brand equity and how is it built, measured, and managed? What are the important decisions in developing a branding strategy? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-26