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L2 Offering (concepts (offering (dimensions (same as business definition),…

- - - - segments served
      - needs satisfied within segments
      - technology applied with purpose of satisfying select needs within target segments
    - - def
        
        the sum of an organizations offering
    - - the benefits or satisfaction provided to target market by an organization
  - - - intro
      - growth
      - maturity
      - decline
  - - - network of associations in the collective mind
    - - physical manifestations that identifies the brand and creates new and sets of already established associations
      - examples
        
        name
        
        term
        
        sign
        
        symbol
        
        design
    - - for consumers
        
        identification of the source of the product
        
        assignment of responsibility
        
        reducing risk
        
        reducing search cost
        
        a promise, bond with the product maker
        
        signal of quality
      - for firms
        
        identification
        
        protection through trade marking
        
        positioning
        
        differentiate from competitors
        
        reinforcing positive associations
    - - the added value that a brand bestows upon a product or service
  - - - communication is complicated, whats matters in the end is the associations/meaning generated in the customers mind
- - - - idea screening
      - business analysis
      - development
      - market testing
      - commercialization
      - idea generation
  - - - def
        
        interactions that strive to differentiate the offering from alternatives/substitutes in the minds of selected customer segments
      - dimensions of differentiation
        
        attribute/benefit
        
        use
        
        competitors
        
        price and quality
  - - - four steps
        
        establish desired associations between the brand elements and desired positioning, give the brand elements meaning
        
        elicit proper behavioral responses to the brand associations
        
        create a loyal relationship with target customer segments by reinforcing positive associations
        
        expose customers to the brand elements and get them to stick in their minds
    - - interaction strategy
        
        multibranding strategy
        
        private branding strategy
        
        muli product branding strategy
      - brand growth strategy
        
        2x2 matrix
        
        dimensions
        
        new/existing brand
        
        new/existing product class
        
        new brand
        
        brand extension
        
        fighter/flanker brand
        
        line extension
      - global strategy
  - - - what is the information requirements at each stage of the purchasing process in target segment?
      - what is the objective?
      - which combination of communication tools are best suited under given circumstances?
      - how can a limited budget, be most effectively allocated
      - how is the communication to be timed and scheduled for greatest effect?
      - how can the effect of the communication be evaluated and controlled?
    - - information requirement of target segments
      - nature of the offering
      - nature of target markets
      - capacity of the organization
    - - push
        
        direct selling/communication effort towards intermediaries
      - pull
        
        direct selling toward end user and build need/want for the product which cause intermediaries to want to stock up in order to satisfy consumer demand