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9 Cards in this Set

  • Front
  • Back
strategy
-find points of differentiation and explot them
-go after customers who can appreciate those differences
benefit segmentation
-focus on customer needs/desires/frustrations
-realize that customers don't buy only product, but also an "experience"
-perceptions matter more than physical reality
choosing segments
-ability/efficiency to identify member and change behavior
-cost of implementation
-fit with company
plan implementation
must fit strategy and be mutually consistent/reinforcing
-4 P's
place implementation
-motivate and align local franchises
-minimize potential for channel conflict
-reward retailers
-try to balance channel power
promotion implementation
how to create awareness
product implementation
different options
price implementation
conjoint analysis
conjoint analysis
competitive scenario analysis: used to build a model of how consumers would respond to different identities and different sets of station attribute decisions