Marketing Management Intro Lecture Recap

http://www.youtube.com/watch?v=aPkyPdubqDs

Successful Ad Campaigns

• Think Small Volkswagen has produced what seems like an infinite number of clever advertising slogans and campaigns over the years, but perhaps the most highly regarded of them was their 1959 slogan, "Think Small." Volkswagen was trying to sell their small Beetle in a time when big cars were the norm.

Successful Ad Campaigns

• Have You Had Your Break Today? McDonald's is another company that has come up with a phenomenal number of catchy slogans over the years. In 1995, McDonald's asked consumers a simple question in their advertisements: "Have You Had Your Break Today?" This catchy slogan provided a revamp to the successful 1980 slogan, "You Deserve a Break Today."
• http://www.youtube.com/watch?v=xIykbd_1zA0&list=PLFF134AE149DC3F97

First step of the marketing process is analyzing market opportunities and availing these opportunities to satisfy the customer’s requirements to have competitive advantage.

• First step of the marketing process is analyzing market opportunities and availing these opportunities to satisfy the customer’s requirements to have competitive advantage.

Example: Sony

Successful Ad Campaigns

• A Diamond Is Forever This simple slogan was launched back in 1947, and is still in use today.

Successful Ad Campaigns

• Got Milk? This long-running slogan was first launched in 1993 to encourage consumers to drink more milk. Many of the ads that use this slogan feature celebrities with milk mustaches, or individuals trying to swallow sticky food items that are in need of a refreshing drink to wash it down.

Price

• Cost of Product
• Value the Product provides to Customer
• Depends on Economic Factors
• Take into Account Marketing Mix

Place

• Where product is available or where transaction takes place
• With Internet, Place is everywhere for most non-essential goods
• If you do not have the proper place you cannot compete in some industries
• Make it easy to buy a product

Example of Brand Loyalty

• Coke vs. Pepsi