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notes for week 3

by: odette antabi

notes for week 3 MKT310

Marketplace > University of Miami > Marketing > MKT310 > notes for week 3
odette antabi
GPA 3.6

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notes 3
consumer behvior
howard marmorstein
Class Notes
25 ?




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This 1 page Class Notes was uploaded by odette antabi on Friday September 16, 2016. The Class Notes belongs to MKT310 at University of Miami taught by howard marmorstein in Fall 2016. Since its upload, it has received 10 views. For similar materials see consumer behvior in Marketing at University of Miami.


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Date Created: 09/16/16
Positioning:  Try to position by repositioning your competition: ex. Sears in an ad showed home depot where it is difficult to find assistance and then Sears where you have lots of experts Ex. Black and decker wanted to reposition. Because their specialized ward work products were seen as weak because of their other products. They wanted to be seen as heavy duty so they chose the color yellow that it is related with construction Two basic strategies  Family branding: ex. Sony. Company uses the brand name across all or the majority of their products. Being undiversified and everything they advertise benefits all products  Alternative strategy: ex. Procter and G. Individual level branding they manufacture many products but they don’t say PG. they have individual brands name. if something goes wrong with one does not affect the others Memory:  when you are exposed to a name or a brand you don’t necessarily remember it. you don’t learn it unless you do something with that info  short term memory: small capacity. It is really little unless you do something with the info and you learn it and it goes to long term memory. Limited capacity and very small duration  millers rule: 90% of the population can only remember 7 +- 2 pieces of info in short memory  long term memory: lasts forever. All info you have ver learned will be there forever, unless you have some type of injury. There is not such thing as forgetting  chunking info: putting elements together. Help organize and remember better the info  mnemonic device: chunking things, putting a song, objects  encoding specificity


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