CC-BY-SA
Product andpromotioncc licensed ( BY NC ND ) flickr photo by onurguven: http://flic.kr/p/8zTpFQ
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Marketing research• Market?• Primary data• Secondary data
Primary data• Observation• Surveys• Interviews• Focus groups• Experiments–Cherry Vanilla Dr. Pepper: 61 formulas,3904 tastings–Frito Lay chips: 4-psi breaking strength
Primary data• Advantages?–Recent–Relevant–Proprietary• Disadvantages?–Expensive–Time to design/collect–Expertise in research design/analysis?
Secondary data• Already-existing information• Census• CIA World factbook
Secondary data• Advantages?–Fast–Inexpensive–Professional design/analysis• Disadvantages–May be out of date–May ask wrong questions–No competitive advantage
Managing product life cycle• Extension–New uses–New markets–Increased uses (3 most brilliant wordsin all of marketing?)
What is a brand?• trademark• marks that identify the source of goods™ ®
Branding and brand equity• Why are brands important?–brand equity–brand awareness–brand association–brand loyalty
Packaging & labeling
Purpose• Contain product• Prevent damage• Deter theft• Gain attention–Supermarket: 15,000 items–Walmart/Target: 142,000 items–SuperTarget/Supercenter: >200,000–300 items/minute while shopping–70% of purchase decisions made in-store
Labelling• Identify brand• Provide information–Ingredients–Shelf life–Risks/warnings–Instructions–Regulated disclosures–UPC–RFID
promotion strategycc licensed ( BY SD ) flickr photo by iakoubtchik:http://flic.kr/p/cDRk2E
consumerdecisions
Consumer decision process• High-involvement• Low-involvement–risk–time–resources–cost
Consumer decision process• Problem recognition• Information search• Evaluation of alternatives• Purchase decision• Post-purchase evaluation–Cognitive dissonance
promotion mix• advertising• personal selling• publicity• sales promotions
advertising media mix• paid, non-personal messages• newspapers• TV• direct mail• email• radio• magazines• internet
cc licensed ( BY SD ) flickr photo by Thristian:http://flic.kr/p/7p7Xjdpromotion strategy
trade promotion• trade allowance• display premiums• dealer contests• travel bonus
cc licensed ( BY NC ND ) flickr photoby greenkozi: http://flic.kr/p/5Y4LVdpromotionstrategy
consumer promotion• coupons• rebates• point-of-purchase• event sponsorship• cross-promotion• samples• premiums
promotion goals• inform• persuade• remind
public relations• crisis communications• news release• press conference