Learning Objectives 2.1 Define customer-based brand equity 2.2 Outline the sources and outcomes of customer based brand equity 2.3 Identify the four components of brand positioning 2.4 Describe the guidelines in developing a good brand positioning ...
Chapter learning aims To enhance your understanding of: • the role of branding in tourism marketing • branding as a co-creative process involving a brand identity, brand positioning and brand image • the seven-stage brand positioning process Key terms ...
Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy? ESPN: A Strong ...
Brand Glossary Seven Approaches Brand • The brand is and has been defined in many different ways over the years, depending on the perspective from which the brand is perceived. Often that depends on the academic background of the author/originator ...
Integrated Marketing Communication (IMC) Sale Promotion Event Advertising Marketing Packaging Direct & Brand Marketing Designing /Online Marketing Customer Public Relationship Relations Management (CRM) Point of Purchase (POP) IMC At a Glance Advertising • Create awareness • Through mass media ...
AGRITOURISM MARKETING 1. What is Marketing Strategy? 2. Create a Marketing Plan 3. The Four P’s 4. Digital and Social Media Marketing 5. Assessment “Develop and present marketing strategy for your start-up idea” WHAT IS A MARKETING ...
Definition ELECTRONIC MARKETING is the marketing of products using electronic technology to determine the consumer market. Emarketing compasses all the activities a business conduct via World wide web (WWW) with the aim of attracting new business, retaining current business and ...
Learning Objectives (1 of 2) 7.1 Describe changes in marketing and consumer behavior in a digital era 7.2 Define brand engagement and understand the brand engagement pyramid and key drivers of brand engagement 7.3 Understand digital communications ...
Introduction Cyber marketing is the promotions of the products and services through internet. Its development during the 1990s and 2000s. cyber marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and ...
Pemasaran 2 • tujuan pemasaran adalah meningkatkan penjualan dan keuntungan. • marketing mix: product, price, place and promotion. Tugas Media Planner 3 • mempertimbangkan semua informasi pemasaran yang berhubungan dengan produk dan penggunaannya • menggunakan informasi tersebut untuk • menentukan ...
Sasaran Kompetensi • Mahasiswa mampu mengintegrasikan keterampilan merancang merek dalam peminatran profesi desain grafis. • Mahasiswa memahami gambaran lingkup pekerjaan profesional dalam merancang sebuah merek. • Mahasiswa mampu merancang sebuah mereak sesuai dengan metode perancangan yang baik dan benar. &bull ...
Unit 3 – Decision making to improve marketing performance Learning outcomes Making marketing decisions: Using the marketing mix What you need to know: • The elements of the marketing mix (7Ps) • The influences on and effects of the changes ...
Brand Introductions and Growth The level of marketing effort supporting brand introduction depends on ... Product quality Growth Firm rate of familiarity the with the market market Size of the Firm’s market resources Low market concentration Findings on Brand introductions ...
Positioning Outline The concept of product positioning Conducting a positioning study Perceptual mapping using principal components analysis Incorporating preferences into perceptual maps Positioning Learning goals Explain the concept of positioning, understand the fundamental issues in positioning, and be able to ...
Are you green?? 2 INTRODUCTION Concern about environment-public issue. Positive change within consumer's behavior. Green revolution-prevent further damage. Green marketing tools-eco-label, eco-brand, environmental advertisement. Switch consumer’s actual purchasing behavior to buy environmental friendly products. Consumer’s behavior- vary ...
Marketing Plan • To provide direction and focus for your brand, product, or company. –Nonprofit orgs: to guide their fund-raising and outreach efforts –Gov. agencies: to initiate such as building public awareness of proper nutrition and stimulating area ...
Learning Objectives 17-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. 17-2 Identify and discuss the major forms of direct and digital marketing. 17-3 Explain how companies have responded to the internet ...
About DM Steps DM Steps was Started in 2017 with a Vision to spread the Knowledge of Digital Marketing in India. The Institute is founded by Ashish Aggarwal and Steps is Currently Operational in Dhanbad and New DM Delhi. It ...
Explain the importance of having a logo • Visual representation of the company “The Face of the company” • Anchors your brand • Single most visible aspect • Essential for overall marketing strategy • Brand recognition will lose a ...
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