MKT 3100 Lecture Notes - Lecture 3: Principles Of Grouping, Semiotics, Marketing Mix
Document Summary
* design of a product is a key driver of its success/failure. Sensory mkt: uses senses to create emotional associations with brands/products; senses stir emotions/memories. Black to funerals in u. s. , white to funerals around the world. Women drawn to brighter colors: scent. Scent mkt: stores smell good, match their product (cafe = coffee) Starbucks: baristas must brew new coffee each order so customers get strong scent. E. g. toothpaste, perfume, air freshener: sound. Different music genres at different times of day. Audio watermarking: embedding an identifier into an audio track. Sound symbolism: influence brand image with sound. Phonemes: influence how we feel about sound; perceptions of large/small. E. g. loud/exciting music at gym, soothing music for yoga: touch. Better perception of product if we can touch it. Soft, firm, fluffy, different shapes of similar products. E. g. test mattress, feel blanket, test car, squeeze produce: taste. How sensations are selected, organized, and interpreted. Perception process: exposure, attention, interpretation, exposure:
