the brand report card by kevin lane keller summary

... Thị Diễm SươngPhùng Hoài ThươngLớp: 44K28 Đà Nẵng, tháng 8/2021. THE BRAND REPORT CARD Trang 2The Brand Report Cardbởi Kevin Lane Keller Từ Tạp chí (Tháng 1 - Tháng 2 năm 2000) Xây dựng và quản ... thương hiệu) ( the type of person who uses the brand) ; "hình ảnh sử dụng" “usage imagery” (loại tình huống mà thương hiệu được sử dụng) ( the type of situations in which the brand is used); ... ông tốt nhất có thể trở thành” “ The best a man can be”, được điều chỉnh thông qua hình ảnh của những người đàn ông tại nơilàm việc và giải trí đã phát triển theo thời gian để phản ánh xu hướng

Ngày tải lên: 23/06/2022, 17:14

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Ch apte r 1 Trang 3Discussion Questions1 Why is marketing important? 2 What is the scope of marketing? 3 What ... Trang 24The Four P’s of the Marketing Mix Fi gu re 1 .4 Trang 25• Developing market strategies and plans• Capturing marketing insights • Connecting with customers • Building strong brands • ... Positioning, and Segmentation Offerings and Brands Trang 15Core Marketing ConceptsMarketing Channels Competition Marketing Environment Supply Chain Trang 16The New Marketing RealitiesConsumer Information

Ngày tải lên: 25/05/2021, 21:19

... Philosophy We build brands and make the world a little happier by bringing our best to you. Trang 19GOOGLE’s PhilosophyNever settle for the best. 1 Focus on the user and all else will follow. ... 4 Democracy on the web works. 5 You don’t need to be at your desk to need an answer. 6 You can make money without doing evil. 7 There is always more information out there. 8 The need for information ... Inc Publishing as Prentice Hall Slide 14 of 38Defining the Corporate Mission What is our business? Who is the customer? What is of value to the customer? What will our business be? What should

Ngày tải lên: 25/05/2021, 21:20

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Collecting Information and Forecasting Demand Ch ... Ethnic and other markets Educational Groups Household patterns Trang 16Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 28The World as a Village If the world were ... years of age (11 over 60 years old) 18 – Cars in the village Source: David J Smith and Shelagh Armstrong, If the World Were a Village: A Book About the World’s People, 2nd ed (Tonawanda, NY: Kids

Ngày tải lên: 25/05/2021, 21:20

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Conducting Marketing ResearchCh ap te r 4 Trang ... access their return on investment of marketing expenditures? Trang 4Marketing Research SystemInsight Market Research Trang 5De fined The systematic design, collection, analysis, and reporting ... 8Step 1: Define the ProblemFocused inquiry Trang 9Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 9 of 22Step 2: Develop the Research Trang 10Step 3: Collect the InformationOnline

Ngày tải lên: 25/05/2021, 21:20

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Creating Long-term LoyaltyRelationships Ch ap te ... loyalty, and how can companies deliver them? 2 What is the lifetime value of customers, and how can marketers maximize it? 3 How can companies attract and retain the right customers and cultivate ... to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.” Oliver Customer

Ngày tải lên: 25/05/2021, 21:20

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Analyzing Consumer MarketsCh ap te r 6 Trang 3Discussion ... responses to the marketing program? 3 How do consumers make purchasing decisions? 4 In what ways do consumers stray from a deliberative, rational decision process? Trang 4De fined The study of ... organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants. Consumer Behavior Trang 6Cultural FactorsCulture Subcultur e Social Class

Ngày tải lên: 25/05/2021, 21:21

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Identifying Market Segments and Targets Ch ap te ... on day care, accepts diversity, pragmatic and individualistic Baby Boomers (1946-1964) 76 m Control 3/4 th of the wealth in the U.S, seek fountain of youth (hair color, hair replacement), home ... of 26Discussion Questions 1 What are the different levels of market segmentation? 2 In what ways can a company divide a market into segments? 3 What are the requirements for effective segmentation?

Ngày tải lên: 25/05/2021, 21:23

... of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” Brand Trang 6Role of BrandsConsumer Benefits Brands: ... re 9 .1 BrandAsset® Valuator Model Trang 14Fi gure 9 .2 Universe of Brand Performance are not well known Many are new, others are lost. Customers find these brand irresistible They have ... Brand EquityBrand Brand Revitalization Trang 31Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 31 of 37Branding Strategy Develop new brand elements Apply existing brand

Ngày tải lên: 25/05/2021, 21:23

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Crafting the Brand PositionCh ap te r 1 0 Trang 3Discussion Questions1 How ... POPs and PODsBrand Benefits Brand Attributes Reasons to believe Proof points Trang 13Fi gure 1 0 2 Hypothetical Perceptual Map (a) Current Perceptions Trang 14Fi gure 1 0 1 Hypothetical Perceptual ... differentiated? Trang 4Marketing StrategyT P S Trang 6D EF G Trang 7Value PropositionWhat the brand is What the brand could be Trang 8Value Proposition ExamplesKey Benefit Price Premiu m Value Proposition

Ngày tải lên: 25/05/2021, 21:24

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Competitive DynamicsCh ap te r 1 1 Trang 3Discussion Questions1 How can market leaders expand the total market and ... 30 of 31Maximize profits; Defend share Milk the brand STRATEGIES Product Basic Extend; Service, warranty Diversify brands and models Phase out the weak Price Charge cost- plus Price to penetrate ... effectively? 4 What marketing strategies are appropriate at each stage of the PLC? 5 How should marketers adjust their strategies and tactics for an economic downturn or recession? Trang 4Copyright

Ngày tải lên: 25/05/2021, 21:24

... Optional-feature pricing Captive-product pricing Two-part pricing By-product pricing Product-bundling pricing Trang 26Co-Branding and Ingredient Branding Branding Trang 27Copyright © 2012 Pearson Education, ... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Setting Product StrategyCh ap te r 1 2 Trang 3Copyright ... Prentice Hall Slide 17 of 27Product and Brand Relationships Product Hierarchy Product Systems/Mixes Product Line Analysis Product Line Length Product Mix Pricing Co-Branding Trang 19Copyright © 2012

Ngày tải lên: 25/05/2021, 21:24

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Designing and Managing ServicesCh ap te r 1 3 Trang ... do they differ from goods? 2 What are the new services realities? 3 How can we achieve excellence in Trang 4Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 4 of 29The ... Hall Slide 6 of 29 An act or performance one party can offer to another that essentially intangible and does not result in the ownership of anything. Service Trang 7Categories of Service MixPure

Ngày tải lên: 25/05/2021, 21:24

... 31Selecting the Final PriceBrand Qualit y Impact on others Pricing Policies Trang 32Gain-and-risk-Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 32 of 33Adapting the Price ... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Developing Pricing Strategies and Programs Ch ap ... as Prentice Hall Slide 28 of 33Value Pricing P 1 P 2 throughout the store EDLP High Low Pricin g Trang 29Going-Rate PricingFollow the Commodities Trang 30Copyright © 2012 Pearson Education, Inc

Ngày tải lên: 25/05/2021, 21:25

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Designing and Managing Integrated Marketing Channels ... What decisions do companies face in managing their channels? 5 How should companies integrate channels and manage channel conflict? 6 What are the key issues with e-commerce and m-e-commerce? ... e-commerce and m-e-commerce? Trang 5De fined Sets of interdependent organizations participating in the process of making a product or service available for use or consumption. Marketing Channels

Ngày tải lên: 25/05/2021, 21:25

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Designing and Managing Integrated Marketing CommunicationsCh ... Users Deciders or Influencers Trang 16Determine ObjectivesCategory Needs Brand Brand Purchase Intention Positive Negative Brand Attitude Trang 17Copyright © 2012 Pearson Education, Inc Publishing ... communicationsSelect channels Establish budget The Basics Trang 15Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 15 of 28Identify the Target Audience Potential Buyers Current

Ngày tải lên: 25/05/2021, 21:25

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Managing Mass Communications: Advertising, Sales ... sales promotion decisions be made? 3 What are the guidelines for effective brand-building events and experiences? 4 How can companies exploit the potential of public relations and publicity? ... Prentice Hall Slide 5 of 34Fi gu re Trang 6Setting the Objectivesbrand X as a low-sudsing detergent, and who are persuaded that it gets clothes cleaner, from 10 percent to 40 percent in one

Ngày tải lên: 25/05/2021, 21:26

... Trang 1Kotler • Keller Phillip Kevin LaneMarketing Management • 14e Trang 2Managing Personal Communications: Direct and Interactive ... decisions do companies face in designing and managing a sales force? 5 How can salespeople improve their selling, negotiating, and relationship marketing skills? Trang 4Copyright © 2012 Pearson ... Trang 5De fined Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 5 of 42 The use of consumer-direct (CD) channels to reach and deliver goods and services to customers without

Ngày tải lên: 25/05/2021, 21:26

... ARE STRUGGLING WITH THE HIGH COST OF INACTION ” Progress in CerviCal CanCer Prevention: tHe CCa rePort CarD 4 is report documents eorts taken by countries, communities and their international ... CanCer Prevention: tHe CCa rePort CarD 11 Progress in CerviCal CanCer Prevention: tHe CCa rePort CarD 23 years for cervical cancer prevention among HIV-positive women through the Pink Ribbon Red ... Kingdom United States Progress in CerviCal CanCer Prevention: tHe CCa rePort CarD 16 Progress in CerviCal CanCer Prevention: tHe CCa rePort CarD 15 e greatest public health impact of HPV vaccination...

Ngày tải lên: 06/03/2014, 02:21

... include the building of the national railroad system in the 19 th century and the creation of the Eisenhower Interstate System in the 1950s and 1960s. Observers have concluded that in both of these ... Thus, the development of rail lines furthered the goal of a national community by allowing people and goods to travel quickly from one place to another, reducing the time to travel across the ... conditions); the higher the TTI index, the larger the share of peak travel time that is subject to congestion. The TTI is independent of the total amount of peak travel – it simply measures the fraction...

Ngày tải lên: 17/03/2014, 08:20