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Classnotes

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Class Notes- Special Topics
*Suggestion for case analysis
1. Define Issues
- Major issues : ex) sales decline
- Related issues
2. Analysis
- qualitative & quantitative data [Facts - past / Assumptions - future]
- Try to FIX in this process
3. Recommendations
- Should be logical and consistent

*MKTG : Exchange of value
- Supplier gives product, idea, and service to customers
- Customers give money to supplier.
- The goal : Customer franchise and satisfaction
- To satisfy customers, companies should fulfill the needs and wants of them by using Marketing Mix.
- Needs : Ex) Transport
- Wants : Ex) Rolex (Expensive goods)
- Marketing Mix (4P) : Product, Price, Place, Promotion

*Positioning
- Occupying a unique position in customer's mind
- Segmentation + Differentiation -> Communication, Promotion
>Relative to competitors,
1. Segment customers
- Who buys the product?
- What is important to that customer? ex) Design, price, being liked by others (Social acceptance / teenagers)
- Choose relevant attributes ex) Design + Price -> Functional / Social Acceptance -> Emotional

>Differentiation
2. Identify one of two relevant attributes on which we are superior to all competitors (Even if perceived)

3. Communicate to customer + align your Marketing Mix
- Functional attributes are very easy to imitate.
Forget about the color. We give you excitement ! <- Mountain Dew Slogan
High energy ! <- Red Bull
=> Must have at least one emotional attribute !
- Positioning Map : Shows the points of difference

[2nd Class]

*Segmentation
- Ability to buy
Ex) Demographics / Age, Occupation, Income -> Socio, economic class
- Willing to buy
Ex) Attitudes, Intention to buy, Opinions -> AIO = The measure of psychographics and lifestyle

- Brand name, Tag line, positioning statement should be in harmony with

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