24415 Lecture Notes - Lecture 5: Under Armour, Whole Foods Market, Microtargeting
Document Summary
Expected offer: accurate price tags, long opening hours, multiple cashiers, self-service kiosks, multi payment methods, discounted items. Core offer: wide scope of merchandise, spacious layout. Innovative product features (3m, apple: depends on what the firm is good at and what matters to their consumers, product quality (whole foods, nike, intel, price (walmart, tj max, customer services, brand image. Irrelevant products with trivial benefits: confusion to customers, dilution of brand image, spill over of negative word of mouth any existing negative experiences can be transferred to other product variants. Inefficiency in marketing bc you need to create more variation of advertising and promotion programs. Corporate vs category brands: corporate brand = parent brand, e. g. Nestle owns loreal: most marketing is at category levels. Brand identity: the outward expression of a brand reflects how a company wants customers to perceive a brand, differe(cid:374)t to (cid:271)ra(cid:374)d i(cid:373)age (cid:271)/(cid:449) that is the (cid:272)usto(cid:373)ers(cid:859) (cid:373)e(cid:374)tal pi(cid:272)ture of a (cid:271)ra(cid:374)d.
