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MKT 113 Introduction to Marketing and Marketing Evaluation
Current Events Analysis Topics
Branding and Packaging Decisions Readings and Learning Outcomes
Chapter 14 Customer Satisfaction, Loyalty, and Empowerment
Measuring Marketing: 110+ Key Metrics Every Marketer Needs http:// site.ebrary.com.ezproxy.snhu.edu/lib/snhu/docDetail.action?docID=10629615
Identify marketing metrics used to measure integrated marketing communications (IMC) success
Discuss the principles and techniques used to track and measure the success of a marketing plan
Understand the economic and accounting principles related to profitability and profit/loss analysis
Understand the role of marketing metrics in the ongoing evaluation of business and marketing planning
Products | Goods vs. Services
TANGIBLE = Packaging | INTANGIBLE = Comfort
Core Product | Augmented Product
Service Dominant Approach to Marketing
Product Level Terminology
Consumer Offerings Four General Categories
Little effort in shopping. Bread is an example
Compare products and select
Consumers often care about brand names
Products that buyers do not want to shop for until they need them
Highly differentiated. Available through limited channels
BRAND—is a name, picture, design, or symbol, or combination of those items, used by a seller to identify its offerings and to differentiate them from competitors’ offerings.
BRANDING—is the set of activities designed to create a brand and position it in the minds of consumers.
BRAND NAME—is the spoken part of a brand’s identity.
BRAND MARK—is the symbol associated with a brand.
BRAND EXTENSION – involves utilizing an existing brand name or brand mark for a new product category.
CANNIBALIZATION—occurs when a firm’s new offering eats into the sales of one of its older offerings.
New Offering Development Process
Idea Generation (Research and Development)
Idea Screening (Good Fit?)
Testing (Test Market | Communication Plan)
Evaluation (Monitor Progress)
Product Life Cycle
Modifying Products to Extend Maturity
Redesign and repackage
Adding new features that extend use
Increasing amount purchased for same price
Individual New Offering Proposal
What is your company?
What is the company’s Mission Statement?
What are their major products and brands?
Evaluate their SWOT Analysis.
Who are their top competition?
What is the best opportunity for your company?
Individual New Offering Proposal
New Offering Description/Justification
New Offering Features (Characteristics)
New Offering Benefits (Target Audience and How do they Benefit?)
Price (What price strategy will be used?)
Have a Great
Professor Lynch | #MKT113Topics
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