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CH 5: Designing marketing programs to build brand equity - Coggle Diagram
CH 5: Designing marketing programs to build brand equity
Changes in external marketing enviroment
Digitalization and connectivity (through Internet, intranet, and mobile devices)
Disintermediation and reintermediation (via new middlemen of various sorts)
Customization and customerization (through tailored products and ingredients provided to customers to make products themselves)
Industry convergence (through the blurring of industry boundaries)
Personalizing Marketing Concepts
Experiential marketing
One-to-one marketing
Permission marketing
Steps in Permission Marketing
Offer the prospect an incentive to volunteer.
Offer the interested prospect a curriculum over time, teaching consumers about the product.
Reinforce the incentive to guarantee that prospect maintains the permission.
Offer additional incentives to get more permission from the consumer.
Over time, leverage the permission to change consumer behavior toward profits.
Objective of supporting marketing mix
a. product strategy
b. pricing strategy
c. channel strategy
Channel Design
direct channel
indirect channel
web channel
Push and Pull Strategies
By devoting marketing efforts to the end consumer, a manufacturer is said to employ a pull strategy.
Alternatively, marketers can devote their selling efforts to the channel members themselves, providing direct incentives for them to stock and sell products to the end consumer. This approach is called a push strategy.