MKT 300 Lecture Notes - Customer Experience, Brand Equity, Personalized Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

Personalizing marketing: the continued fragmentation of mass media have brought the need for personalized marketing into sharp focus. The modern economy celebrates the power of the individual consumer. Experential marketing: promotes a product by not only communicating a producyts features and benefits nut also connecting it with unique and interesting consumer experiences. Feel marketing: appeals to consumers inner feelings and emotions ranging from. Think marketing: appeals to the intellect in order to deliver cognitive, problem solving experiences that engage the customers creatively. Act marketing: targets physical behaviors, lifestyles and interactions. Relate marketing: creates experiences by taking into account an individuals desires to be a part of social context. Relationship marketing: is based on the premise that current customers are the key to long term brand success relationship marketing attempts to provide a more holistic personalized brand experience to create stronger customer ties.