mkt day 5
DESCRIPTION
Marketing conceptsTRANSCRIPT
![Page 1: Mkt Day 5](https://reader033.vdocuments.site/reader033/viewer/2022052702/5695cfaf1a28ab9b028f189f/html5/thumbnails/1.jpg)
Servicii vs produse
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intangibile
perisabileproductie si
consum simultan
eterogene
![Page 4: Mkt Day 5](https://reader033.vdocuments.site/reader033/viewer/2022052702/5695cfaf1a28ab9b028f189f/html5/thumbnails/4.jpg)
“buy me and you'll get a good bargain”
550 iC
![Page 5: Mkt Day 5](https://reader033.vdocuments.site/reader033/viewer/2022052702/5695cfaf1a28ab9b028f189f/html5/thumbnails/5.jpg)
Mixul promotional
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Ce poate face comunicarea
•Informeaza (educa)
•Convinge
•Reaminteste/reintareste
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Informeaza
•Lansare de nou produs/marca•Noi utilizari ale unui produs existent•Miscari tactice, promotionale•Descrie marca/produsul
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Convinge
•Creeaza preferinta pentru o anumita marca•Schimba perceptia•Subliniaza beneficiile•Ii indeamna la cumpare imediata
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Reaminteste/reintareste
•Existenta marcii•Ca vor avea nevoi de produs in viitorul apropiat•Mentine marca “vie” in memorie•Consolideaza impresia favorabila asupra alegerii marcii/produsului
![Page 10: Mkt Day 5](https://reader033.vdocuments.site/reader033/viewer/2022052702/5695cfaf1a28ab9b028f189f/html5/thumbnails/10.jpg)
Cei 6 M din comunicare
•Market audience•Mission/Objectives•Message•Media•Money•Measure
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•Ce rezultate vrem de la comunicare?
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Cresterea vinzarilor!
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Cresterea vinzarilor!
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Calitate produs
Promotii
Distributie
Publicitate
Tehnologie
R&D Pret
SALES
![Page 15: Mkt Day 5](https://reader033.vdocuments.site/reader033/viewer/2022052702/5695cfaf1a28ab9b028f189f/html5/thumbnails/15.jpg)
Comunicare
Pret
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Comunicarea - obiective specifice
Introduce New Products
Position Brands
Maintain Relationships
Obtain Outlets
Ongoing Contact
Support Sales Force
Get Immediate Action
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Cognitiv Learn
ComportamentalDo
Afectiv Feel
Attention Interest Desire Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
![Page 18: Mkt Day 5](https://reader033.vdocuments.site/reader033/viewer/2022052702/5695cfaf1a28ab9b028f189f/html5/thumbnails/18.jpg)
Piramida inversa a obiectivelor
90% Awareness
70% Knowledge
40% Liking
25% Preference
5% Use
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Introducere
Category need
Brand awareness
Brand knowledge
Brand attitude
Crestere
Brand attitude
Brand preference
Maturitate
Top-of-mind awareness
Brand attitude
Brand loyalty
Customer satisfaction
Decline
Purchase New target groups
Sales
Time
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