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B12: Marketing og E-business Lektion 7

B12: Marketing og E-business Lektion 7. Mads Vangkilde. Opsamling Case og teori. Emner der berøres….. Case gennemgang Teorien Uklarheder Uddybninger Viderebygning. Product Branding. Matas – Gruppe 4. Udviklingsniveauet af Matas’ Brand og perspektiverne heraf?

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B12: Marketing og E-business Lektion 7

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  1. B12: Marketing og E-businessLektion 7 Mads Vangkilde

  2. Opsamling Case og teori • Emner der berøres….. • Case gennemgang • Teorien • Uklarheder • Uddybninger • Viderebygning

  3. Product Branding

  4. Matas – Gruppe 4 • Udviklingsniveauet af Matas’ Brand og perspektiverne heraf? • Diskuter og sammenlign Matas’ udviklingsbaggrund i forhold til de faktorer der har formet udviklingen i UK • Forklar Matas’ store image udfra Semeijn et al. • Hvordan kan Matas’ brand forstås udfra Berry’s model?

  5. Udviklingen af ”retail brands”

  6. Objective Strong positive identity, first choice, satisfy stakeholders Type of brand Corporate Brand Strategy Corporate positioning Product Tangible and intangible attributes of the corporation Quality/Image Quality and consistency throughout the organisation Technology Stakeholder relationship management Pricing Focus on deliering value Supplier Innovative partners Consumers motivation to buy Trust 5th generation retail brands

  7. Evaluation of Store Brand Mediating effects of store image Antecedents Mediators Outcome Perceived Psychosocial Risk - - Physical Layout - + - - Perceived Functional Risk Merchandise - + - - + - Service Perceived Financial Risk Store Image Product Class Store Brand

  8. Service-Branding Model Company’s presented brand Brand awareness External brand communications Brand equity Customer experience with company Brand meaning Berry, 2000

  9. Sub-dimensions of Brand-Building Blocks Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth Fun Excitement Security Social approval Self-respect User profiles Purchase & Usage situation Personalities & Values History, Heritage & Experience Primary characteristics & Secondary features Product reliability, Durability & Serviceability Service effectiveness, Efficiency & Empathy Style & Design Price Category Identification Needs Satisfied Keller, 2001

  10. Case

  11. Pause 10 min.

  12. Reklamer og effekt

  13. Internet og effekt af reklame v. Lars Bech Christensen

  14. Anbefalet læsning • Grundbog: Vesterby & Chabert 2000 • Vakratsas & Ambler 1999 • Pavlou & Stewart 2000 • Dahlen 2002 • Chandon et al 2003 4 sidste findes på Sitescape!

  15. Lektion 8 – Case – 30/03 • Promotion/reklame • Sitescape + handout • Lektion 8 – yesmail.com • Mette J, Jeanette, Thomas S, Anne & Tina

  16. yesmail.com – Gruppe 5 • Permission mail i forhold til formål – andre muligheder? • Hvad er udbyttet af denne form for reklame? • Hvordan kan yesmail.com måle effekten af en kampagne? • Hvem er yesmails.com’s kunder?

  17. Case til Lektion 8

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