Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall



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Chapter 5 2



Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
CHAPTER 5:
DESIGNING MARKETING 
PROGRAMS TO BUILD 
BRAND EQUITY


Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Learning Objectives

Identify some of the new perspectives and 
developments in marketing

Describe how marketers enhance product 
experience

Explain the rationale for value pricing

List some of the direct and indirect channel options

Summarize the reasons for the growth in private 
labels


Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
New Perspectives on Marketing

As firms are dealing with enormous shifts in their 
external marketing environments:

The marketing strategies and tactics have changed 
dramatically


Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
New Approaches Embraced by 
Marketers

Rapid technological developments

Greater customer empowerment

Fragmentation of traditional media

Growth of interactive and mobile marketing options

Channel transformation and disintermediation

Increased competition and industry convergence

Globalization and growth of developing markets

Heightened environmental, community, and social 
concerns

Severe economic recession


Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Figure 5.1 - The New Capabilities of the 
New Economy


Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Integrating Marketing
Personalizing Marketing
Reconciling the Different Marketing Approaches

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