UGBA 10 Lecture Notes - Lecture 27: Arrows Grand Prix International, Online Dating Service, Customer Relationship Management
23 May 2018
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Introduction to Marketing Part II April
I. Marketing funnel mirrors the customer DMP (decision-making process)
• Called a funnel: awareness → consideration → trial → repeat → loyalty → advocacy
• There are more people who are aware of the product than buy it
• The process is no longer linear; media has changed the funnel, as shown with the
orange arrows (people can enter through at different entry points)
• Marketig’s jo: build awareness and move people through the tunnel
A. Awareness
• Awareness: by asking potential customers (ie: advertising, sponsorship of
events/individuals)
o Example: Apple 1984 brings awareness/anticipation of its new Macintosh as
a top of the funnel marketing
o How do you know?
i. Unaided awareness: no starting hints/brands of product/categories that
customers have heard of
ii. Aided awareness: which of these brands have you heard of?
B. Creating consideration and trial
• Marketing aims to motivate consumers to action
• How do you know?
o Consideration: which of the following brands have you considered buying?
o Trial: of those considered, which of these brands have you ever used? (ie:
coupons, sales, discounts)
C. Creating repeat buyers and fans
• Goal is to motivate customers to buy again to tell others about you
• How do you know?
o Repeat: how many of product brand have you bought in the last year?
o Loyalty: which brand do you buy most often?
o Advocacy: would you recommend/have you recommended brand to a
friend? On social media? (ie: loyalty programs, publishing ratings/reviews on
a website)
find more resources at oneclass.com
find more resources at oneclass.com
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