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Important class differences exist with regard to promotional response. The social classes have differing media choice and usage patterns. For example, readers of National Geographic and The New Yorker are typically of a higher class than the readers of Police Gazette, True Confessions, and The Star. |
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Assessing consumers' present and emerging value orientations can help the marketer identify new product opportunities and achieve better product positioning among consumer segments." For example, as values such as "pleasure," "an exciting life," "a comfortable life," and "self-respect" increase in importance, the marketer may find a need for having products with brand names, colors, and designs that enhance these important values. |
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A sound understanding of consumer behavior is essential to the long-run success of any marketing program. In fact, it is seen as a cornerstone of the marketing concept, an important orientation or philosophy of many marketing managers. The following descriptions explore the role of consumer behavior in designing and deploying three major marketing activities.
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A well-crafted brand positioning has three primary components:
1) A definition of the target market you wish to pursue;
2) A definition of the business your company is in or the industry or category it competes in; and
3) A statement of your point of difference and key benefits. The language of a well-crafted positioning usually takes this general form:
To (target market), Brand X is the (definition of business) that provides you with (stated point of difference/key benefit).
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The purpose in this phase is to understand customer perceptions and perspectives about your brand relative to the competition and opportunities for growth. This phase asks the following questions: a) Among current and target customers, what does our brand really stand for today? What are its strengths and weaknesses? How does our brand compare to competitive brands?
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