New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

WVIT 343: Week 4 Lecture Notes

by: Emily Notetaker

WVIT 343: Week 4 Lecture Notes WVIT 343

Emily Notetaker
Cal Poly
GPA 3.175

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

These notes cover the one week 4 class of WVIT.
Branded Wine Marketing
Professor William Amspacher
Class Notes
Wine, branded, Marketing, cal poly, 343, wvit
25 ?




Popular in Branded Wine Marketing

Popular in Agriculture and Forestry

This 2 page Class Notes was uploaded by Emily Notetaker on Monday February 1, 2016. The Class Notes belongs to WVIT 343 at California Polytechnic State University San Luis Obispo taught by Professor William Amspacher in Fall 2016. Since its upload, it has received 26 views. For similar materials see Branded Wine Marketing in Agriculture and Forestry at California Polytechnic State University San Luis Obispo.

Similar to WVIT 343 at Cal Poly

Popular in Agriculture and Forestry


Reviews for WVIT 343: Week 4 Lecture Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 02/01/16
Week 4 Class Notes • Watch the 2015 SVB Wine Report by next Monday (on Polylearn) • Textbook is available on reserve at the library I. Summary of First 2 Chapters of Reading a. Marketing: creating value for customers and getting value from them i. Value matters! The winery is selling value b. Human needs: state of felt deprivation c. Wants: the form human needs take – shaped by culture and personality i. What is good wine supposed to taste like? ii. Satisfying wine wants is purely cultural iii. Vin Ordinarie – Standard table wine d. Demand: Wants + $$$ e. Exchange: Getting something for something in return i. Lots of things are happening by barter in the USA 1. For example, I’ll sell you grapes for wine in return f. Market offerings fulfill customer wants i. Wine Business Monthly: Check out Hot Brands and Top 30 Wineries ii. Find out what people are looking for iii. Top 30 – large volume but small fraction of brands g. Marketing myopia – Focusing on the product, not the experience i. A huge mistake ii. You risk becoming the best at something that consumers no longer want h. The market of wines for this class are all the wines you can possibly consume i. Market Segmentation: could be by price point, income, etc. i. We looked at this on last week’s quiz j. Millennials are typically treated poorly in wineries i. Wineries don’t pitch wines and wine clubs k. Customers buy from the firm that provides the best value i. It’s not about the money, it’s about the perceived value 1. Even if it’s a $60+ bottle, it can still be a good value l. Satisfied customers remain loyal and talk favorably to others about your product i. Word of mouth in huge in the wine industry ii. Same goes with customer treatment m. Strategic Planning – What’s your long-term goal? i. Change your day to day operations to meet your long- term goal n. Mission Statement: Who are we? What should our business be? i. Be very careful with mission statements II. Value Chains a. What makes an effective value chain? i. Strategic alignment ii. All parties in the chain must pull in the right direction b. Integrity is KEY in the wine industry i. If you cheat someone out of something, it gets out fast c. Transparency: Sharing of complete information i. You have to trust your partner d. Consumer insight


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Anthony Lee UC Santa Barbara

"I bought an awesome study guide, which helped me get an A in my Math 34B class this quarter!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.