Chapter5: Designing Marketing Programs To Build Brand Equity

Front 1

The 4 P's

Back 1

Place
Price
Promotion
Product

**People, provision, and presentation***

Front 2

Channel Strategy

Back 2

Involves the design and management of intermediaries such as wholesalers, distributions, brokers, and retailers.

Front 3

Pricing Strategy

Back 3

Value Pricing and Everyday Low Pricing

Affects the consumers perception of the brands position in its product category and of its overall quality

Front 4

Indirect Channels

Back 4

Sell via a third party intermediaries such as agents or brokers representatives, wholesalers, distributors, and retailers or dealers.

Front 5

Direct Channels

Back 5

Sell through personal contacts from the company to prospective customers via mail, phone, electronic means, in-person visits and so on.

Front 6

Everyday Low Pricing (EDLP)

Back 6

Entails or eliminating discounts and sales promotions in favor of an everyday fair price, an approach to determine the discount pricing policy over time.

Front 7

Value Pricing

Back 7

Set prices based on considerations of product quality, costs and product price that satisfies consumer needs as well as the profit goals of the firm

Front 8

Product Strategy

Back 8

The product itself is the heart of brand equity because it is the primary influence on what consumers experience with a brand, what they hear about a brand from others and what the firm can tell customers about the brand in their communication.

It fully satisfies consumers needs and wants is a prerequisite for successful marketing.

Front 9

Perceived Quality and Value

Back 9

Customers perceptions of the overall quality or superiority of a product/ service compared to the alternatives and with respect to its intended purpose.

Attributes include (performance, features, conformance quality, reliability, durability, service, style and design)

Front 10

Relationship Marketing

Back 10

Attempts to provide a more holistic, personalized brand experience to create stronger customer ties.

Based on premise that current consumers are the key to long term brand success

Front 11

Experimental Marketing

Back 11

Promotes a product by not only communicating a product features and benefits but also connecting it with unique and interesting features

Front 12

One-to-One Marketing

Back 12

Consumers help to add value by providing information to marketers. The marketers add value in turn by taking that information and generating rewarding experiences for consumers

Front 13

Permission Marketing

Back 13

Practice of marketing to consumers only after gaining their express permission, gaining popularity as a tool with which companies can break clutter and build customer loyalty.

Front 14

Personalizing Marketing

Back 14

To adopt to the consumers desire for and competitive force impelling towards personalization marketers are embracing:

Experimental Marketing
One-to-One Marketing
Permission Marketing