MKT 3401 Lecture : Final Notes
Document Summary
Consumer decision making process: information search, evaluate the a?, purchase, post purchase behavior. The brass button: this is way in which you answer questions that are going to be asked of you throughout the presentation, even if you have to save group members. You don"t want to risk your brand"s identity on something that is not a sure thing: the thing about product placement and sponsorship is: you have to have the right fit! This is why you want gatorade with the nfl, This is why people would buy yoplait over. Follow up the follow up is critical: sales promotion, various types: rebates, coupons, contests, sampling, lyalty programs, jc penny"s fired their ceo one year later after they sunk it. Trojan fish strategy: you sell a product (the fish) at a very cheap price, then you need to pay for the other things that accompany it (tank, rocks) Think about another word for credibility that means the same thing.
