This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can build brand equity by enhancing brand awareness, improving brand image, and increasing brand resonance. The document also discusses new approaches to marketing like personalized and experiential marketing that focus on customer experience and getting consumers actively involved with a brand. It emphasizes integrating the brand into supporting marketing programs like product strategy, pricing strategy, and channel strategy to further build brand equity.
Prezentacja wykลadu z Badan rynku dla studentรณw kierunku Prawno-biznesowego. Uwaga, czฤลฤ 4 nie dotyczy studentรณw zaocznych - wyjฤ tek, slajdy: 76-82 i 97-102
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can build brand equity by enhancing brand awareness, improving brand image, and increasing brand resonance. The document also discusses new approaches to marketing like personalized and experiential marketing that focus on customer experience and getting consumers actively involved with a brand. It emphasizes integrating the brand into supporting marketing programs like product strategy, pricing strategy, and channel strategy to further build brand equity.
Prezentacja wykลadu z Badan rynku dla studentรณw kierunku Prawno-biznesowego. Uwaga, czฤลฤ 4 nie dotyczy studentรณw zaocznych - wyjฤ tek, slajdy: 76-82 i 97-102
Sales Organization
Need for Sales Organizations, their structures
Sales Managerโs functions and responsibilities
Planning for major customers and sales budget
Specific characteristics of a successful salesman
Functional Structure
Geographic Structure
Market-Based Structure
Product Sales Force Structure
Skills for Sales Managers
General sales skills
Recruitment skills
People skills
Training and mentoring skills
Communication skills
Forecasting skills
Financial, and general numeracy, skills
Public speaking skills
Leadership skills
Technology skills
Organizational skills
Learning memory and product positioningSubhamMalik
ย
This document discusses learning, memory, and how they relate to consumer behavior and product positioning. It covers several key topics:
- Memory involves encoding, storing, and retrieving information over short-term and long-term periods. Elaboration and repetition help transfer information to long-term memory.
- Learning can occur through both high and low involvement situations. Conditioning, like classical and operant, can create associations to influence behavior.
- Marketers aim to enter brands favorably into consumers' memories through elaboration, repetition, imagery, and positively reinforcing outcomes to purchases. This helps brands be top-of-mind for consumers when making choices.
Integrated Marketing Communications to Build Brand EquitySameer Mathur
ย
This document discusses integrated marketing communications and how companies can use various communication channels like advertising, promotions, public relations, and personal selling in a coordinated way to build brand equity. It defines these different promotional tools and marketing communication options and emphasizes the importance of delivering consistent messaging across channels to avoid confusing customers. The document is authored by Prof. Sameer Mathur and provides an overview of integrated marketing communications.
Nature of Consumers' information search , types of information sought by consumers, sources of consumer information, marketing strategy in the information search process, consumers evaluative criteria and its measurement, consumer decision rules, Marketing strategy in the evaluation process.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and super ego. Trait theory views personality in terms of measurable traits. The document also discusses self-concept, including actual self, ideal self, and extended self. People seek products that are consistent with their self-concept. Marketers can segment consumers based on personality traits and appeal to consumers' actual and ideal selves. Lifestyle is an expression of self-concept and influences buying habits. Psychographics defines lifestyle through activities, interests, and opinions.
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
This chapter discusses consumer perception and the processes that occur within an individual when receiving marketing messages. It covers the three main phases of perception: sensing, organizing, and reacting to stimuli. Attention and interpretation are influenced by characteristics of the stimulus, the individual, and the situation. The chapter also examines exposure, attention, and interpretation in detail, outlining key factors that influence each step of information processing for consumer decision making.
Here in this presentation discussed about Introducton, Meaning, Definations and Mainly focused on Models of Consumer behaviour. it helps to understand eassly with effectively. I Declare there is not any kind of wrong information regarding the perticular topic.
By refereing text books and compitative books i prepared this because for learning purpose. If need looking any different topics i can help you to prepare PPT or Presentions. and also if is there any suggestion you can contact me true email. (hgdarshankumar@gmail.com)
Thank you.
Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. It also helps companies identify opportunities that are not currently met.
Presentation explaining Brand Loyalty and how to maintain it. Also explains the benefits of loyal customers to an organisation and the recent problems they have been facing.
"Tรผketici Davranฤฑลlarฤฑnda Motivaasyon" sunumunda tรผketici davranฤฑลlarฤฑna etki eden รงeลitli gรผdรผler, onlarฤฑn bileลenleri, gรผdรผ รงatฤฑลmalarฤฑ ve s ile ilgili kapsamlฤฑ bir konu ele alฤฑnmฤฑลtฤฑr. Sunumda Malow ve Freud`un da รงalฤฑลmalarฤฑndan yararlanฤฑlmakla yanฤฑsฤฑra Tรผrkiye`de olan Tรผketici Davranฤฑลlarฤฑ ile ilgili kaynak kitaplar kullanฤฑlmฤฑลtฤฑr.
Sunum bu konu ile ilgili bilgi edinmek isteyenler iรงin yararlฤฑdฤฑr.
An Introduction To Integrated Marketing Communicationscharmi
ย
The document defines integrated marketing communications (IMC) as a concept that recognizes the added value of a comprehensive marketing communications plan that combines various communication disciplines to maximize impact. There are two main ideas involved in IMC - ensuring consistency of messaging across different media with "one voice", and integrating communications to simultaneously achieve communication goals like changing attitudes as well as driving behavioral actions like purchases. IMC involves strategically coordinating different communication tools like advertising, direct marketing, digital marketing, sales promotion, publicity, and personal selling.
Sales Organization
Need for Sales Organizations, their structures
Sales Managerโs functions and responsibilities
Planning for major customers and sales budget
Specific characteristics of a successful salesman
Functional Structure
Geographic Structure
Market-Based Structure
Product Sales Force Structure
Skills for Sales Managers
General sales skills
Recruitment skills
People skills
Training and mentoring skills
Communication skills
Forecasting skills
Financial, and general numeracy, skills
Public speaking skills
Leadership skills
Technology skills
Organizational skills
Learning memory and product positioningSubhamMalik
ย
This document discusses learning, memory, and how they relate to consumer behavior and product positioning. It covers several key topics:
- Memory involves encoding, storing, and retrieving information over short-term and long-term periods. Elaboration and repetition help transfer information to long-term memory.
- Learning can occur through both high and low involvement situations. Conditioning, like classical and operant, can create associations to influence behavior.
- Marketers aim to enter brands favorably into consumers' memories through elaboration, repetition, imagery, and positively reinforcing outcomes to purchases. This helps brands be top-of-mind for consumers when making choices.
Integrated Marketing Communications to Build Brand EquitySameer Mathur
ย
This document discusses integrated marketing communications and how companies can use various communication channels like advertising, promotions, public relations, and personal selling in a coordinated way to build brand equity. It defines these different promotional tools and marketing communication options and emphasizes the importance of delivering consistent messaging across channels to avoid confusing customers. The document is authored by Prof. Sameer Mathur and provides an overview of integrated marketing communications.
Nature of Consumers' information search , types of information sought by consumers, sources of consumer information, marketing strategy in the information search process, consumers evaluative criteria and its measurement, consumer decision rules, Marketing strategy in the evaluation process.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and super ego. Trait theory views personality in terms of measurable traits. The document also discusses self-concept, including actual self, ideal self, and extended self. People seek products that are consistent with their self-concept. Marketers can segment consumers based on personality traits and appeal to consumers' actual and ideal selves. Lifestyle is an expression of self-concept and influences buying habits. Psychographics defines lifestyle through activities, interests, and opinions.
This document discusses marketing information systems and the marketing research process. It explains that a marketing information system consists of people, equipment, and procedures to gather, analyze, and distribute market information to aid in decision making. The key functions of a MIS are to assess information needs, develop information internally and through marketing research, and distribute information to the right managers. The marketing research process involves defining the problem, developing a research plan, implementing the plan by collecting and analyzing data, and reporting findings.
This chapter discusses consumer perception and the processes that occur within an individual when receiving marketing messages. It covers the three main phases of perception: sensing, organizing, and reacting to stimuli. Attention and interpretation are influenced by characteristics of the stimulus, the individual, and the situation. The chapter also examines exposure, attention, and interpretation in detail, outlining key factors that influence each step of information processing for consumer decision making.
Here in this presentation discussed about Introducton, Meaning, Definations and Mainly focused on Models of Consumer behaviour. it helps to understand eassly with effectively. I Declare there is not any kind of wrong information regarding the perticular topic.
By refereing text books and compitative books i prepared this because for learning purpose. If need looking any different topics i can help you to prepare PPT or Presentions. and also if is there any suggestion you can contact me true email. (hgdarshankumar@gmail.com)
Thank you.
Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. It also helps companies identify opportunities that are not currently met.
Presentation explaining Brand Loyalty and how to maintain it. Also explains the benefits of loyal customers to an organisation and the recent problems they have been facing.
"Tรผketici Davranฤฑลlarฤฑnda Motivaasyon" sunumunda tรผketici davranฤฑลlarฤฑna etki eden รงeลitli gรผdรผler, onlarฤฑn bileลenleri, gรผdรผ รงatฤฑลmalarฤฑ ve s ile ilgili kapsamlฤฑ bir konu ele alฤฑnmฤฑลtฤฑr. Sunumda Malow ve Freud`un da รงalฤฑลmalarฤฑndan yararlanฤฑlmakla yanฤฑsฤฑra Tรผrkiye`de olan Tรผketici Davranฤฑลlarฤฑ ile ilgili kaynak kitaplar kullanฤฑlmฤฑลtฤฑr.
Sunum bu konu ile ilgili bilgi edinmek isteyenler iรงin yararlฤฑdฤฑr.
An Introduction To Integrated Marketing Communicationscharmi
ย
The document defines integrated marketing communications (IMC) as a concept that recognizes the added value of a comprehensive marketing communications plan that combines various communication disciplines to maximize impact. There are two main ideas involved in IMC - ensuring consistency of messaging across different media with "one voice", and integrating communications to simultaneously achieve communication goals like changing attitudes as well as driving behavioral actions like purchases. IMC involves strategically coordinating different communication tools like advertising, direct marketing, digital marketing, sales promotion, publicity, and personal selling.