'Brand personality' diaporamas de présentation

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET. Kevin Lane Keller Tuck School of Business Dartmouth College. Qualitative Research Techniques. Free association What do you like best about the brand? What are its positive aspects?

3.78k views • 98 slides

Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management

Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management. Chapter Objectives. need for market segmentation dimensions to segment B2C & B2B markets evaluating & selecting market segments targeting strategy positioning strategy customer relationship management.

844 views • 49 slides

Chapter 5

Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK. Chapter 5. Personality and Consumer Behavior. What is Personality?. The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. The Nature of Personality.

1.04k views • 47 slides

Personality?

Personality?. Personality influences how we respond to the environment. Idealist Traditionalist Realist Hedonist. One way marketers try to use personality variables is to link product benefits with consumer personality type Personality Type Desired Auto Benefit . Extroverted Warm

685 views • 44 slides

CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies

CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies . Mary Rousseve, Interim Manager Communications and Media Team. 2010 Media Campaign . Advertising. Strategy. Consumer Opportunity:

585 views • 43 slides

Chapter 6 Personality and Lifestyles

Chapter 6 Personality and Lifestyles. By Michael R. Solomon. Consumer Behavior Buying, Having, and Being Sixth Edition. Consumer Behavior on the Couch: Freudian Theory. Freudian Systems: Id: Oriented toward immediate gratification

892 views • 39 slides

Creating Brand Equity

Creating Brand Equity. Brand. A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. The Role of Brands. Identify the maker.

771 views • 37 slides

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET. Qualitative Research Techniques. Free association What do you like best about the brand? What are its positive aspects? What do you dislike? What are its disadvantages?

637 views • 33 slides

Market Segmentation and Product Positioning

Market Segmentation and Product Positioning. Exercise. If Starbucks Via was a person, what would that person be like? Describe his/her characteristics and interests. What does this tell you?.

923 views • 32 slides

U.S. Consumer Perceptions of Imported Automobiles: Challenges for Emerging Market Country Manufacturers

749 views • 29 slides

Let's Go Social! Building Your Repp with Social Marketing

Let's Go Social! Building Your Repp with Social Marketing. Session 7. Pinterest. Why Pinterest Matters? Step by Step Pinterest A Danni Plann. Why Pinterest Matters ?. Why Pinterest Matters ?. Getting Started . http://www.youtube.com/user/TheDanniApp. Getting Started .

363 views • 25 slides

MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 6 Analyzing Consumer Markets. Kotler Keller. Chapter Questions. How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program?

351 views • 22 slides

CHAPTER 7 Target Marketing Strategies

M A R K E T I N G. Real People, Real Choices. CHAPTER 7 Target Marketing Strategies. Chapter Objectives. Understand the need for market segmentation Know the different dimensions marketers use to segment consumer & industrial markets

378 views • 21 slides

Contents

Contents. Meeting purpose Olympics Show Business Mars Landing. Meeting Objectives. Demonstrate: How to leverage the Olympics How to differentiate client from competitors How to legitimize the client brand through strategic partnerships How to drive BIG business through all initiatives

579 views • 17 slides

Chapter 6 Personality and Lifestyles

629 views • 17 slides

4550: Sponsorship

261 views • 17 slides

Brand Development Presentation

Brand Development Presentation. The Marketing Thrusts Behind Developing The Bakersfield Brand. Brand Strategy Overview.

323 views • 16 slides

Madison Bell Rebecca Borrego Mo Camacho Michelle Long

286 views • 15 slides

Creating Original Ideas

245 views • 9 slides

Super Bowl Project Research Objectives

Super Bowl Project Research Objectives. To assess the perceptions about, attitudes towards and popularity of football (Team 5)

169 views • 2 slides