Contents

2-1.Process of marketing management

2-2.STP marketing
2-3.Marketing mix (4P)
2-4.Double – jeopardy line
2-5.From awareness to brand loyalty
2-6.Brand Knowledge
2-7.Awareness pyramid
2-8.Ways to obtain brands awareness
2-9.Loyalty pyramid

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2-1.Process of marketing management Key concepts of marketing

marketing mix (4P)

STP
Product

Segmentation

Price

Research Targeting Implication Control

Promotion

Positioning

Place

(source: Kotler.P, Kotler on marketing) 2

2-2.STP marketing Key concepts of marketing

Step 1
Make segmentation variables clear and subdivide the market
Geographic segmentation, Demographic segmentation,
Psychographic segmentation, Behavior segmentation
Profile each segment

Step2
Measure attractiveness of each segment
Choose one or plural segments

Step3
Make positioning concepts clear on each segment
Choose and develop positioning concepts

Step 1 Step 2 Step 3

Segmentation Targeting Positioning

(source: Kotler.P, Marketing management) 3

2-3.Marketing mix (4P) Key concepts of marketing

After STP, a strategic marketing mix should be planned.

The marketing mix is composed of product, price, promotion and place.
Advertising is an element of the marketing mix.

Product Price Promotion Place (Channel)

Type List price Sales promotion Sales channel

Quality Discount Advertisement Coverage of
Design Back margin Business operation distribution
Brand name Due date of payment PR Sort
Package Commercial condition Direct marketing Location
Size Inventory
Service Shipping
Guarantee
Return

(source: Kotler.P, Kotler on marketing) 4

2-5.From awareness to brand loyalty Key concepts of marketing

Unique 100% brand

(Only accepted) loyalty

Top brand
Top brand
buyers
Consideration
In repertoire
set
Second Repertoire
brand buyers
Not
Spontaneous in repertoire
Not acceptable Occasional
awareness Third brand
buyers
Aware

All brands Aided awareness

only Not
Unaware consideration

(source: Franza.G, Brand equity: concept and research) 5

2-6.Brand Knowledge Key concepts of marketing

Brand knowledge plays a critical role to establish brand equity. Brand equity is
characterized by brand awareness and brand image.
Brand image plays a critical role in high-involvement.

Brand
recognition
Brand
Awareness
Brand
recall

Attribution
Brand Type of
Knowledge Brand association
Benefit

Appropriateness of Attitude
Brand association
Brand
image
Strength of
Brand association

Uniqueness of
Brand association

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(source: Keller.K, Strategic Brand Management)
2-7.Awareness pyramid Key concepts of marketing

According to keller, importance of brand recognition and brand recall depends on where
consumers make decision of purchasing.
According to Aaker, the first stage of purchasing is selection of a consideration set of
brands. Therefore, brand recall play a main role to enter the set.
According to Aaker, top of mind and brand recall play critical role for products which
purchasing decision is done before going to stores.

Top of mind

Brand recall

Brand recognition

Brand unawareness

(source: Aaker.D, Managing Brand Equity, Keller.K, Strategic Brand Management) 7

2-8.Ways to obtain brands awareness Key concepts of marketing

Brand recognition Establishing brand identity

Repetition of the brand
Association of the brand with the
Brand recall product or service category
Association of the brand with the
product or service category Concrete ways are following;
(source: Keller.K, Strategic Brand Management)
Differentiation to remember easily
Usage of slogan
Exposure of symbol
Publicity
Sponsor of events
Expansion of brands
Usage of clues (e.g. Package)
Repetition

(source: Aaker.D, Managing Brand Equity)

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2-9.Loyalty pyramid Key concepts of marketing

Brand loyalty is different from other brand equities, because it strongly related to
experience in using.

Committed
Buyer

Like the Brand

Consider It a Friend

Satisfied Buyer with Switching Cost

Habitual Buyer

Switchers / No brand Loyalty

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(source: Aaker.D, Managing Brand Equity)