-Product Development and Brand Management- summarize this chapter DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY -Le

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-Product Development and Brand Management-
summarize this chapter
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
-Learning Objectives
-New Perspectives on Marketing
-Marketers Adopt New Approaches
-Integrating Marketing
Personalizing marketing
The rapid expansion of the Internet and continued fragmentation
of mass media have brought the need for personalized marketing into
sharp focus.
Modern economy celebrates the power of the individual
consumer.
To adapt to the increased consumer desire for personalization,
marketers have embraced concepts such as experiential marketing and
relationship marketing.
Reconciling the different marketing
approaches
The different approaches of personalizing marketing help
reinforce a number of important marketing concepts and
techniques.
According to the customer-based brand equity (CBBE) model these
different approaches emphasize different aspects of brand
equity.
-Personalizing Marketing
Experiential marketing
Relationship marketing
-Relationship Marketing
Mass customization
One-to-one marketing
Permission marketing
-Reconciling the Different Marketing Approaches
-Product Strategy
Perceived quality
Aftermarketing
-Pricing Strategy
Consumer Price Perceptions
Setting Prices to Build Brand Equity
-Setting Prices to Build Brand Equity
Value pricing
Price segmentation
Everyday low pricing (EDLP)
-Channel Strategy
Channel design
Indirect channels
Direct channels