MKT 3401 Study Guide - Midterm Guide: Personal Branding, Cognitive Dissonance, Promotional Mix
Document Summary
Personal branding: (performance + personality + viability) trust. What fortune 500 companies look for: interpersonal and communicaion skills (personal branding, teamwork, honesty, core competency. Factors that enhance credibility: trust/honesty, knowledge/experience, posiion, status, success, personal brand. Likeability numbers: 7% verbal arrangement, 38% vocal delivery, 55% visual delivery. Markeing strategy framework (know the 3 steps: markeing analysis, strategy development, segmentaion. Is the populaion big enough to mater: targeing. Mass markeing: for generic products, aim towards a huge populaion. Muli-segmentaion: looking at muliple segments of the populaion. Niche markeing: the litle segment of a market that you are targeing (luxury markets: posiioning. Feature the atributes, beneits, or values to the consumer. What are the values you will be able to communicate to these consumers to get ex: that doctor to buy your pill/medicine you"re selling them. Consumer decision making process (5 steps: need recogniion, informaion search, evaluaing alternaives, purchase, post purchase behavior. Promoional mix: adverising, public relaions, sales promoion, personal selling.
