consumer, we have a wide range of products and services to choose from and we tend to form attitudes towards each products while making decisions, for example when we are being questioned whether we like or dislike the specific product in a survey. At that moment, we are being asked to express our point of view on the certain product or service. As the way consumers feel about the brand reflects their attitudes towards that brand. Consumer’s attitudes towards a certain product is crucial for any marketers
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SUPPORTING BRAND IMAGE THROUGH PACKAGING, BRANDING, AND LABELING Packaging Packaging involves activities such as designing and producing the container for the product. To Kotler and Keller (2006), packaging may include up to three levels of material -the primary package (the container that directly holds the product), the secondary package (e.g. the box), and the shipping package (e.g. whether it will be packed in 3’s, 6’s, etc.). In the case of Apple iPhone, these three categories of packaging
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curve in microprocessors. this has, among other things, forced Intel to kill its own profitable products, to protect its territory. The 486 was introduced in 1992. Now in 1996, we are on 3 generations of chips ahead and Intel has stopped making 486 chips, an era ago. This gives very little time to Intel to recover the product development costs before it has to commit infanticide on its successful products. There are 3 things that Intel has done worldwide to solve this problem. The first, is the Intel
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the 4 Ps of the Marketing Mix: Product, Price, Promotion, Place. In your presentation, include three slides with three separate probing questions to pose to the class, in order to ignite discussion. Corporate history * How did the brand get started? * What was its historic journey to now? * What is your brand’s history of Creative Directors? * Has your brand experienced any controversy? Was it resolved, and how? Product diversification * How widely diversified must a company
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Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice 1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing. a. price b. promotion c. a great product or service d. a great slogan e. a brand concept Answer: c Page: 260 Difficulty: Easy 2. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge
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Decision Making: Decision making is an art and a science which has been studied over generations. The secret of marketing lies in learning what the customer wants and how to influence the customer’s decision making process so that he buys our product above competition. Behind a simple decision making process, there are many thought processes which influence the decision making. A buyer may take an emotional, spur of the moment decision, or he may take a well thought out and researched decision
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were one large market – ignoring regional and superficial differences (Levitt). To speak specifically, executives aim to sale the global products what are the best-value product with high quality, best technology and low prices in different national markets. Its mission is modernity and its mode, price competition, even when it sells top-of-the-line, high-end products. It knows about the one great thing all nations. Moreover, the strategy of standardization not only responds to worldwide homogenized
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Assignment #4: Product and Pricing Strategy Maria Vetter Marketing Management – MKT 500 Dr. Stephen R. Hiatt March 6, 2010 Product and Pricing Strategy Components of the Product Strategy: Branding Important components of product strategy begin in the branding stage. Here, one should consider the following questions;
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is to either sell a product or service. To do so requires an understanding of the consumer, their wants, needs and desires. Once you have that understanding, you must make your company stand out from the others, and get that consumer to purchase from you. Sales can be a roller coaster, in that it can fluctuate various times throughout the year, or even month. There are uncontrollable factors that can affect the amount of sales, such as economy, rival products, and even product placement. As a manager
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Lyons INNOVATION in the design and functionality of fast moving consumer goods (FMCGs) consolidation of brands for local and global markets, and a steady rise in the profile of packaging/design as a marketing tool are the key trends shaping the packaging industry in Australia. Many of the individual product innovations are focused on convenience--for example, smaller packs and resealable products. In short, anything which assists the consumption and repurchase by busy, time-poor consumers. However
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