MKT 445- Final Exam
MKT 445- Final Exam 440
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This 2 page Study Guide was uploaded by Emily Rose on Friday April 29, 2016. The Study Guide belongs to 440 at University of North Carolina - Wilmington taught by Dr. Brian Kinard in Spring 2016. Since its upload, it has received 23 views. For similar materials see Marketing Analytics in Marketing at University of North Carolina - Wilmington.
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Date Created: 04/29/16
-STP Process- Segment, Target, Position, clear positioning strategies are important because it’s hard to target and drive leads without a clear, differentiating value proposition -Positioning Statement- filling customer needs in ways competitors don’t, competitive advantage -Purposeful Positioning- commitment from workers, passion for the product, authentic marketing and social behavior, giving substance to a brand promise, fills void in communication, promotional activities, emphasizes goals, demands structured focus, public perception varies with the medium -3 manifestations of PP- functional benefits, emotional benefits, social benefits UMM- Ultimate marketing Machine, marketing 20/20, use of data to grow your company, overperformers and underperformers, big data, powerful and clear brand purpose, consistent message across touchpoints CMT- Chief Marketing technologist -Components of the “Customer Based Brand Equity Model” (CBBE) below -“New” Marketing Concept- mobility, consumer segmentation, use social media, brand ambassadors, marketing automation, transparency, from globalization to personalization -Customer Centric- GE/McKinsey Market Attractiveness Business Portfolio Model
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