Thursday, 30 April 2020

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Measuring and Interpreting Brand Performance ? A number of important themes were emphasized in this unit. One assertion of the unit...

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Identifying and Establishing Brand Positioning ? Brand judgements focus on customers’ personal opinions and evaluations with regard...

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Strategic Brand Management Process ? A brand is a product, but one that adds other dimensions that differentiate it in some way f...

Wednesday, 29 April 2020

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Brand and Brand Management ? A brand is a “name, term, sign, symbol or design or a combination of them, intended to identify the ...

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Extension ? The brand building costs tend to be very high. At the same time, developments on the demand side are creating pressur...

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Developing Product Strategies ? A product is an embodiment of technology, and the technology in fact satisfies the need. ? The in...

Tuesday, 28 April 2020

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Market Potential and Sales Forecasting ? Market potential analysis involves the development of potentials for individual markets. ...

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Competitor Analysis ? Competitor analysis is an important part of a firm’s development of its strategy. ? Its importance lies in ...

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Marketing Planning ? To be most effective, the plan has to be formalized, usually in written form, as a formal “marketing plan.” ...

Monday, 27 April 2020

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Planning and Implementing Brand Marketing Programs ? The different components of a brand that identifies and differentiate a produc...

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Brand Equity ? Brands are valued for their equity. Brands add value. Brand equity relates to the fact that different outcomes res...

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Introduction to Product Management ? A product can be defined as anything that is produced. ? Product management is an organizati...

Sunday, 26 April 2020

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Opinion Leadership and Diffusion of Innovation Opinion leaders are those people who, in a given situation, are able to exert person...

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Consumer Decision-making Process Buying decisions and consumption of products or services always take place in the context of som...

Saturday, 25 April 2020

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Sub-culture and Cross-cultural Consumer Behaviour There are two variations of cultural influences within a given country. Sub-cultu...

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Culture and Consumer Behaviour Culture has been defined as the complex whole that includes knowledge, belief, art, law, morals, c...

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Family Influences The family or household is composed of two or more persons related by blood, marriage, or adoption living in an...

Friday, 24 April 2020

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Consumer Attitudes Attitudes are learned predispositions and represent an enduring organisation of motivational, emotional, perce...