UGBA 10 Lecture Notes - Lecture 21: Personal Selling, Sales Promotion, Loyalty Program

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: John Briginshaw

Document Summary

A distinctive description of a product or service relative to competing offerings. The elements that make the offering credible, relevant, and differentiated in the eyes of its target audiences. Way to focus the organization on the category or alternative its offering needs to displace to win. For (target), xyz brand is the (alternative/frame of reference) that (key benefit) because it (of course (table stakes), but) is the only that (differentiators) Comprise the marketing mix: the levels marketers pull to: Convey their intended positioning to target customers. Move them through the customer decision making funnel. Something the organization could address with enough time or money. Something in the environment that affects all players. The most important things a business needs to do to deliver the marketing. Highlight precisely how the strategic initiatives will happen. Effect marketing will have on the bottom line. % increase in share of category spending. Perceptual objectives believed to drive longer term value.