Chapter 1 notes - Dr. Sharma PDF

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Dr. Sharma...

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Three Levels of a Product o Augmented Product  After-sale service  Warranty  Installation  Delivery and Credit o Actual Product  Brand Name  Quality Level  Design  Packaging  Features o Core Benefit  What is gained from the product Positioning o An effort to influence consumer perception of a brand of product relative to the perception of competing brands or products Five Forces Model of Competition o Power of Customers  Do customers have no, few, or many choices? o Potential New Entrants  o

Power of Suppliers 

Indirect Competitors  Substitutes o Direct Competitors  Who will enter superior direct competitive offerings Measures of Awareness o Recall  Unaided awareness o Recognition  Aided Awareness Share of Voice o How big is the company’s share in that industry’s advertising Scenography o Includes all of the elements that contribute to establishing an atmosphere and mood for a theatrical presentation: lighting, sound, set, and costume design o

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