Part 2 MNM - Marketing Management - 2023-24 - MKT MIX Part 2

Master Degree in MANAGEMENT
MARKETING MANAGEMENT
Lecturer:
Maria Manuela Guerreiro (mmguerre@ualg.pt)
1st semester, 2023-2014

BUILDING STRONG BRANDS
What is a brand, and how does branding work?
(Kotler & Kelly, 2012: 241-)
Abrand is a "Name,
term, design, symbol, or any
other feature that identifies
one seller's good or service
as distinct from those of
other sellers."
(American Marketing Association (2013) Dictionary,

http://www.marketingpower.com/_layouts/dictiona
ry.aspx?dletter=b)
“A brand is not a product. It is the product´s essence, its
meaning, and its direction, and it defines its identity in
time and space.
(…) too often brands are examined through their

component parts: the brand name, its logo, design, or
packaging, advertising or sponsorship, or image or name
recognition, or very recently, in terms of financial brand
valuation.
Real brand management, however, begins much earlier,

with a strategy and a consistent, integrated vision. Its
central concept is brand identity, not brand image”
(Kapferer, 1992:11).
"A brand often includes an explicit logo, fonts,
color schemes, symbols, sound which may be
developed to represent implicit values, ideas, and
even personality."
(Added definition)

http://www.marketingpower.com/_layouts/dictionary.aspx?dletter=b)
"A brand is a customer experience represented by a collection of images and
ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand
recognition and other reactions are created by the accumulation of experiences with the specific
product or service, both directly relating to its use, and through the influence of advertising, design,
and media commentary."
http://www.marketingpower.com/_layouts/dictionary.aspx?dletter
=b )
BRAND DIMENSIONS
functional, rational, or tangible—related to

product performance of the brand
symbolic, emotional, or intangible—

related to what the brand represents or
means in a more abstract sense
ROLES OF BRANDS
▪ … identify the source or maker of a product
▪ … allow consumers (either individuals or organizations) to assign responsibility
customers for its performance
▪ … simplify decision making process
▪ … reduce risk
▪ … simplify product handling or tracing
▪ … organize inventory and accounting records
▪ … legal protection for unique features or aspects of the product
▪ … credible brand signals a certain level of quality
Firms ▪ … impacts on loyalty
▪ … creates barriers to entry of competitors
▪ … willingness to pay a higher price
▪ … competitive advantage
STRATEGIC BRAND MANAGEMENT PROCESS
Identify and Plan and

establish Measure and Grow and
Implement
Brand Interpret Sustain
Brand
Positioning Brand Brand Equity
Marketing
and Values Performance Values
Programs
• brand positioning model • brand elements: brand • brand equity • customer-based brand
describes how to guide names, URLs, logos, measurement system is equity is the differential
integrated marketing to symbols, characters, a set of research effect that brand
packaging, and slogans procedures designed knowledge has on
maximize competitive
to provide timely, consumer response to
advantages? • marketing activities: accurate, and the marketing of that
Price, promotion, place, actionable information brand.
• brand resonance model … to support tactical and
describes how to create • secondary associations: strategic decisions. What makes a brand
intense and loyal Country of origin, strong?
endorsement, corporate How do you build a
relationships with
brand, … strong brand?
customers?
Brand identity means the uniqueness and essential idea of the
brand (Aaker, 1996; de Chernatony, 2010; Kapferer, 2008; da Silveira, Lages and Simões, 2013).
What is it?
… It is “a unique set of brand associations that the brand strategist aspires to create
or maintain” (Aaker, 1996, p. 68) and it “represents what the organization can and will do
over time” (Aaker and Joachminsthaler, 2000, p. 13). These associations create value through
emotional and functional benefits (Aaker, 1996).
Brand identity is a program that integrates every visual and verbal
element of a company’s graphic design, including typography, colour, imagery,
and its application to print, digital media, environmental graphics, and any other
conventional or unconventional media.
The role of BRAND IDENTITY is
broadly recognized both by academia and
professionals as an essential tool in the
branding process aiming at differentiating
one brand from another (Aaker, 1996;
Joachimsthaler & Aaker, 1999; Kapferer, 2008; Keller, 2008).
Accordingly with many scholars, the brand identity is
expressed through four dimensions:
Brand as a
product
Brand as a Brand Brand as an

symbol organization
identity
(Semprini, 1992; Aaker,1996; Joachimsthaler e Brand as a

Aaker, 1997; Lencastre, 2007; Filho, Souza e person
Barbosa, 2010).
Brand Structure
Visual Verbal
identity identity
Logo Words
symbols Speach
colours Communication tone
lettering Storytelling
… Naming
…
Brand Elements
WHAT CRITERIA FOR CHOOSING AND DESIGNING IT?
HOW TO CHOOSE BRAND ELEMENTS TO BUILD
BRAND EQUITY?
▪ Memorability
▪ Meaningfulness
▪ Aesthetic appeal
▪ Transferability
▪ Adaptability and flexibility
▪ Legal and competitive protectability and defensibility
Keller, 2003
Brand Identity (Keller, 2003)
Brand Brand awareness

elements
Unique and distinctive brand associations
Brand
Favourable attitudes Equity
Positive feelings
Brand identity
Brand performance
(brand equity)
Kevin, K. L. (1993) Conceptualizing, measuring, and managing
customer – based brand equity”, Journal of Marketing (57): 1-22.
Brand Equity
“The value of a brand. From a consumer

perspective, brand equity is based on
consumer attitudes about positive brand
attributes and favorable consequences of
brand use”.
http://www.marketingpower.com/_layouts/dicti
onary.aspx?dLetter=B
KELLER’S BRAND EQUITY MODEL
“In order to build a strong brand, you must shape how

customers think and feel about your product. You have
to build the right type of experiences around your brand,
so that customers have specific, positive thoughts,
feelings, beliefs, opinions, and perceptions about it”
(Keller, 2013)
THE CAUSAL NATURE OF BRAND EQUITY
Chernatony, McDonald & Wallace

BRANDS MANIFEST THEIR IMPACT AT THREE PRIMARY LEVELS:
Customer-market Company-market
Brand equity
measurement
perspectives ➔
MEASURING
BRAND EQUITY
Financial-market
Customer-based
From the customer point of view, brand equity is part of the attraction to – or
repulsion from – a particular product from a particular company generated by
the “non-objective” part of the product offered.
Keller & Lehmann, 2005
Dimensions of Customer-Based Brand
Equity
BRAND RESONANCE MODEL
The Brand Resonance refers to the extent to which a

person feels that he or she resonates or connects
with a brand and feels “in sync” with it (Keller,
2001)
The brand resonance model looks at building a brand
as a sequence of steps:
1. Who are you? (BRAND IDENTITY)
2. What are you? (BRAND MEANING)
3. What about you? What do I think or feel about you? (BRAND RESPONSES)
4. What about you and me? What kind of association and how much of a
connection would I like to have with you? (BRAND RELATIONSHIPS)
Customer-Based Brand Equity - CBBE model (Keller, 2003)
Brand resonance model
MAIN REFERENCE
Kotler, P. & Keller, K. L. (2012)

Marketing Management. Prentice-Hall,
N.Y.: 212-294.
V. SHAPING THE MARKET OFFERINGS:
MARKETING MIX
The set of tactical marketing tools -

product, price, place, and promotion -
that the firm blends to produce the
response it wants in the target market.
Kotler & Armstrong, 2012: 51
MARKETING MIX The traditional components
of marketing mix.
Kotler & Armstrong (2012)

1. BUILDING CUSTOMER
VALUE: PRODUCT STRATEGY
PRODUCT
At the heart of a great brand is a

great product. Product is a key
element in the market offering. To achieve
market leadership, firms must offer products
and services of
superior quality that provide unsurpassed
customer value.
Kotler & Keller (2012)
WHAT IS A PRODUCT?
Product
Anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or
need.
Ex.: soap, toothpaste, or salt

WHAT IS A PRODUCT?
Service
An activity, benefit, or satisfaction offered for sale that is
essentially intangible and does not result in the ownership of
anything.
Ex.: banking, hotel, airline travel, retail, wireless communication, and home-repair services,
doctor’s exam and financial services …
WHAT IS A PRODUCT?
“Today, as products and services become more commoditized, many companies are
moving to a new level in creating value for their customers. To differentiate their offers,
beyond simply making products and delivering services, they are creating and managing
customer experiences with their brands or companies.” (Kotler & Armstrong: 2018:
245).
Disney has long
manufactured dreams
and memories through
its movies and theme
parks.
“IT’S
NOT SO MUCH THE SHOES BUT WHERE THEY
TAKE YOU.”
NIKE
APPLE’S HIGHLY SUCCESSFUL RETAIL STORES DON’T
JUST SELL THE COMPANY’S PRODUCTS. THEY
CREATE AN ENGAGING APPLE BRAND EXPERIENCE
APPLE’S RETAIL STORES ARE VERY SEDUCTIVE PLACES,
WHERE “LIFE-FEELS-GOOD” EXPERIENCES ABOUND.
THE STORE DESIGN IS CLEAN, SIMPLE, AND JUST
OOZING WITH STYLE
WHAT IS A PRODUCT?
LEVELS OF PRODUCT
Augmented product: Offering
additional consumer services and
benefits. The iPad is more than just a
digital device. It provides consumers
Actual product level: Ex.: the iPad is an
with a complete connectivity solution.
actual product. Its name, parts, styling,
Thus, when consumers buy an iPad,
operating system, features, packaging,
Apple and its resellers also might
and other attributes have all been
give buyers a warranty on parts and
carefully combined to deliver the core
workmanship, quick repair services
customer value of staying connected.
when needed, and web and mobile
sites to use if they have problems or
questions. Apple also provides
access to a huge assortment of apps
and accessories, along with an iCloud
service that integrates buyers’
photos, music, documents, apps,
calendars, contacts, and other
content across all of their devices
from any location.
“IN THE FACTORY, WE
MAKE COSMETICS; IN THE
STORE, WE SELL HOPE.”
Charles Revson
(Chairman of REVLON)
WHAT IS A PRODUCT? CONSUMER GOODS
sales promotion

WHAT IS A PRODUCT?
An organization
ORGANIZATION MARKETING consists of activities

undertaken to create, maintain, or change the attitudes and
behaviour of target consumers toward an organization. Both
profit and not-for-profit organizations practice organization
marketing.
WHAT IS A PRODUCT?
https://www.shots.net/news/view/british-airways-holidays-launches-new-tv-advert
WHAT IS APRODUCT?
person
Person marketing consists of activities undertaken to

create, maintain, or change attitudes or behaviour toward
particular people.
WHAT IS A PRODUCT?
endorsement
WHAT IS A PRODUCT?
Place marketing involves activities undertaken to create,

maintain, or change attitudes or behaviour toward particular
places. Cities, states, regions, and even entire nations compete to
attract tourists, new residents, conventions, and company offices
and factories.
The Algarve looks good on you – Best film from a regional tourist destination (ITB Berlin 2021)
https://www.visitalgarve.pt/en/10778/o-algarve-fica-te-bem.aspx#prettyPhoto/0/
WHAT IS A PRODUCT?
social marketing and consists of using traditional
business marketing concepts and tools to encourage behaviours
that will create individual and societal well-being.
https://www.aha.org/wearamask
SPECIFIC DECISIONS
Product and Service Attributes | Branding | Labelling and Logos | Support services
INDIVIDUAL PRODUCT DECISIONS
The activities of It ranges from simple tags Customer service:

Benefits ➔ A name, term, sign, symbol,
designing and attached to products to customer’s
product or design, or a combination of
producing the complex graphics that are overall brand
attributes: these, that identifies the
container or part of the packaging. experience
quality, features, products or services of one
wrapper for a Functions: identifies the
style and design. seller or group of sellers and
product. product or brand, describe
differentiates them from
several things about the
those of competitors.
product and it promotes the
brand and engage customers.
Kotelr & Armstrong, 2018: 249

PRODUCT MIX
Product mix (or product portfolio) The set of all

product lines and items that a particular seller offers for sale.
PRODUCT MIX
product line is a group

of products that are closely
related because they function
in a similar manner, are sold
to the same customer groups,
are marketed through the
same types of outlets, or fall
within given price ranges.
DEVELOPING NEW PRODUCT: YES OR NO?
As old products mature The development of original

products, product
and fade away, improvements, product
modifications, and new
companies must develop brands through the firm’s own
product development efforts.
new ones to take their
place.
MAJOR STAGES …
prototype
Kotelr & Armstrong, 2018: 281

PRODUCT LIFE-CYCLE (PLC) The course of a product’s sales
and profits over its lifetime.
Kotler & Armstrong, 2018: 289-297

REFERENCES
(2018) Chapters 8 & 9:

242-305.
2. UNDERSTANDING AND
CAPTURING CONSUMER VALUE:
PRICING STRATEGY
PRICING Understanding and capturing
consumer value
No matter what the state of the

economy, companies
should sell value, not
price.
WHAT IS A PRICE?
The amount of money charged for a

product or service, or the sum of the
values that customers exchange for
the benefits of having or using the
product or service. revenue
pricing is a key strategic tool for creating and capturing
customer value.
HOW TO SET THE PRICE?
cost-based pricing value-based pricing

(product-driven) (marketing driven)
PRICING STRATEGIES
Market-skimming pricing Market-penetration pricing

(price skimming)
Setting a high price for a new product Setting a low price for a new product in
to skim maximum revenues layer by order to attract a large number of
layer from the segments willing to pay buyers and a large market share.
the high price; the company makes
fewer but more profitable sales.
PRICE ADJUSTMENT STRATEGIES
(in arts…)
(99.99 €…)
(Black Friday …)
(Azores | madeira …)
(Airbnb, Ryanair, …)
REFERENCES
(2018) Chapters 10 & 11:

306-355.
Delivering costumer
value
PLACE
Holistic marketers are increasingly taking a
value network view of their businesses: the

whole supply chain that links raw materials,
components, and manufactured goods and
shows how they move toward the final
consumers.
MARKETING CHANNELS & VALUE NETWORKS
Marketing Channel system

marketing channels
are sets of … is the particular set of marketing
interdependent channels a firm employs.
organizations
participating in the
process of making
a product or service
available for use or
consumption.
Kotler & Keller, 2012: 415
Members of the marketing channel perform many key functions ➔ to
transform the assortments of products made by producers into the
assortments wanted by consumers.
• Information. Gathering and distributing information about consumers, producers, and

other actors and forces in the marketing environment needed for planning and aiding
exchange.
• Promotion. Developing and spreading persuasive communications about an offer.
• Contact. Finding and engaging customers and prospective buyers.
• Matching. Shaping offers to meet the buyer’s needs, including activities such as
manufacturing, grading, assembling, and packaging.
• Negotiation. Reaching an agreement on price and other terms so that ownership or
possession can be transferred.
• Physical distribution. Transporting and storing goods.
• Financing. Acquiring and using funds to cover the costs of the channel work.
• Risk taking. Assuming the risks of carrying out the channel work.
CONSUMER & BUSINESS MARKETING CHANNELS
Kotler & Armstrong, 2018: 361.

CHANNEL MANAGEMENT DECISIONS
Selecting Channel Members
Training and Motivating Channel Members
Evaluating Channel Members
Modifying Channel Design and Arrangements
Channel Modification Decisions
Global Channel Considerations

RETAILING | RETAILER
All the activities involved in selling goods or services directly to final

consumers for their personal, non business use.

STORE
RETAILER
TYPES
Kotler & Armstrong,

2018: 394
RETAILER MARKETING STRATEGIES

RETAILING: CONNECTING BRANDS WITH
CONSUMERS
shopper marketing, focusing the entire marketing process -
from product and brand development to logistics, promotion, and
merchandising - toward turning shoppers into buyers as they
approach the point of sale.
Kotler & Armstrong, 2018

OMNI-CHANNEL RETAILING creating a seamless cross-channel
buying experience that integrates in-store, online, and mobile
shopping.
Showrooming
The shopping practice of

coming into retail store
showrooms to check out
merchandise and prices
but instead buying from an
online-only rival,
sometimes while in the
store.
Kotler & Armstrong, 2018:407

Webrooming
Consumers first check out

merchandise online, then buy it in
a store.
Kotler & Armstrong, 2018:407

To meet the needs of these omni-channel buyers, store retailers must
master omni-channel retailing, integrating store and online channels
into a single shopper experience.
Kotler & Armstrong, 2018:407-9

WHOLESALING | WHOLESALERS
All the activities involved in

selling goods and services
to those buying for resale or
business use.
Firms engaged primarily in

wholesaling activities are
called wholesalers.
Kotler & Armstrong, 2018: 411- 416.
CHANNEL INTEGRATION AND SYSTEMS
Vertical Marketing Systems
A conventional marketing A vertical marketing
channel consists of an system (VMS), by
independent producer, contrast, includes the
wholesaler(s), and producer, wholesaler(s),
retailer(s). Each is a and retailer(s) acting as
separate business a unified system.
seeking to maximize its
own profits, even if this
goal reduces profit for
the system as a whole. Kotler & Armstrong, 2018: 363
No channel member has
complete or substantial CONTRATUAL vertical Marketing System ➔ Franchise organizations
control over other - A channel member called a franchisor might link several successive
members. stages in the production-distribution process. Franchising has been
Kotler & Armstrong, 2018: 363 the fastest-growing retailing development in recent years.
CHANNEL
INTEGRATION
AND SYSTEMS
2 or more unrelated companies Horizontal Marketing
put together resources or
programs to exploit an
Systems
emerging marketing
opportunity.
Each company lacks the capital,

know-how, production, or
marketing resources to venture
alone, or it is afraid of the risk.
The companies might work
together on a temporary or
permanent basis or create a
joint venture company.
CONFLICT, COOPERATION,
AND COMPETITION
E-COMMERCE MARKETING
PRACTICES
E-commerce uses a Web site to transact or facilitate the sale of products and services online.
Online retailers can provide convenient,

informative, and personalized experiences for
vastly different types of consumers and
businesses (Kotler & Keller, 439).
Reference: Kotler & Keller, 2012: 438-442.
E-COMMERCE COMPANIES
Pure-Click Companies Brick-and-click companies

existing companies that have
those that have launched a Web
added an online site for
site without any previous
information or e-commerce.
existence as a firm.
Examples:
search engines, Internet service
providers (ISPs), commerce sites,
transaction sites, content sites,
and enabler sites.
E-COMMERCE SUCCESS FACTORS
inhibitors of online shopping Firms responses
absence of …: - Customer service is critical
- pleasurable experiences, - Live online chat - Click-to-chat (immediate
advice and suggest purchasing additional items)
- social interaction - Virtual environments
- personal consultation with - Blogs
a company representative - Online videos
= - avatars, graphical representations of
Low conversion rate virtual, animated characters that act as
company representatives, personal
shopping assistants, Web site guides,
or conversation partners
- security and privacy
Consumers increasingly are using a
cell phone to text a friend or relative
about a product while shopping.
m-
COMMERCE
MARKETING
PROMOTION Communicating costumer
value
Engaging customers
PROMOTION MIX | MARKETING
COMMUNICATIONS MIX
The specific blend of

promotion tools that the
company uses to
persuasively communicate
customer value and build
customer relationships.
(Kotler & Armstrong, 2018: 424)
Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an
identified sponsor.
Engaging directly with carefully targeted Advertising
individual consumers and customer
communities to both obtain an immediate
response and build lasting customer Building good relations with the
relationships. company’s various publics by
obtaining favourable publicity,
building up a good corporate
image, and handling or heading
Direct & off unfavourable rumours,
Public
Digital to engage stories, and events.
relations
marketing consumers,
persuasively
communicate
customer value, and
build customer
relationships
Short-term incentives to Personal presentation by the firm’s

encourage the purchase or sale of Sales Personal sales force for the purpose of
a product or a service. promotion selling engaging customers, making sales,
and building customer
relationships.
(adapt. from Kotler & Armstrong, 2018)
Consumers are changing
▪ better informed
▪ more communications empowered
▪ …
Marketing strategies are changing
▪ mass markets are fragmented
▪ Micromarkets
▪ How to engage customers?

▪ How to build customer relationships?
Traditional mass media
… A new generation of mass-media

communications arises.
DIGITAL TECHNOLOGY IS EVOLVING IN A DAILY BASIS!

CONTENT MARKETING MANAGER
“Creating, inspiring, and sharing brand messages and

conversations with and among consumers across a fluid mix of
paid, owned, earned, and shared channels”.

Integrated marketing communications
INTEGRATED MARKETING
COMMUNICATIONS
“Carefully integrating and coordinating the company’s

many communications channels to deliver a clear,
consistent, and compelling message about the
organization and its products” (Kotler & Armstrong, 2018: 427).
INTEGRATED MARKETING
COMMUNICATIONS

HOW TO DEVELOP EFFECTIVE MARKETING
COMMUNICATIONS?
1º To understand the
communication process
HOW TO DEVELOP EFFECTIVE
MARKETING COMMUNICATIONS?
2º To identifying the Target Audience

= 4W + 1H
▪ what will be said

▪ when it will be said
▪ where it will be said
▪ Who will say it.
▪ how it will be said
3º Determining the Communication Objectives

(the desired response)
where the target audience now stands and to what stage it needs to be moved?
Buyer-readiness stages The stages consumers normally pass through on their way to a purchase:
awareness, knowledge, liking, preference, conviction, and, finally, the actual purchase.
4º Design a message to get …
Attention
Interest AIDA model
Desire What to say? (message content)
Action How to say it? (message structure and format)

POWER OF FRIENDSHIP BY AMAZON
https://www.imagensdemarca.pt/artigo/anuncio-de-natal-da-amazon-com-os-beatles-mostra-o-poder-da-
amizade/
MESSAGE CONTENT
APPEALS
 an appeal or theme that will produce
 the desired response:
 - Rational appeals
 - Emotional appeals
 - Moral appeals
MESSAGE STRUCTURE
 A) Whether to draw a conclusion or leave it to

the audience?
“Heinz Ketchup is slow good”
 B) Whether to present the strongest arguments
first or last?
 C) whether to present a one-sided argument https://www.youtube.com/watch?v=
(mentioning only the product’s strengths) or a hqtqGzXh4Uw&ab_channel=TedVor
two-sided argument (touting the product’s on
strengths while also admitting its
shortcomings)?
Two-sided messages can enhance an
advertiser’s credibility and make buyers
more resistant to competitor attacks.
MESSAGE FORMAT PRINT AD
headline
▪ novelty and contrast
▪ eye-catching pictures
colours and headlines
▪ distinctive formats
▪ message size and
illustration
position
▪ colour, shape, and
movement
copy
5º Choosing
HOW TO DEVELOP EFFECTIVE Communication
MARKETING COMMUNICATIONS? Channels and Media
Personal Communication Channels

Channels through which two or more people communicate directly with each
other, including face-to-face, on the phone, via mail or email, or even through an
internet “chat.” (sales force, consumers, buyers, ..) ➔ word-of-mouth influence
Nonpersonal communication channels
Media that carry messages without personal contact or feedback, including major
media, atmospheres, and events:
Major media: Print media (newspapers, magazines, direct mail), broadcast media (television, radio),
display media (billboards, signs, posters), and online media (email, company websites, and brand
mobile and social media sites); atmospheres = designed environments that create or reinforce the
buyer’s leanings toward buying a product; events = openings, shows and exhibits, public tours, and
other events.
PERSONAL COMMUNICATION CHANNELS
Word-of-mouth influence
“The impact of the personal words and recommendations of trusted
friends, family, associates, and other consumers on buying behaviour”.
Buzz marketing
OPINION LEADERS
“It involves cultivating opinion leaders and
getting them to spread information about
Digital influencers a product or a service to others in their
communities”
Netflix recruits “Grammasters,” influencers who have large Instagram followings.
The Grammasters travel around the world taking photos and creating video
content of familiar sets and scenes from popular original Netflix shows and posting
them to Instagram, letting Netflix bingers engage even more deeply with their favourite
Netflix series.
6º Selecting the Message Source
credible or popular sources
6º Selecting the Message Source
Social media influencers
https://www.youtube.com/watch?v=_inV1Y3F90
s&ab_channel=Audi
6º Selecting the (WRONG) Message
Source
https://www.adstasher.com/2013/01/10-lance-armstrong-ads-
that-have-new.html
7º Collecting Feedback
ADVERTISING
Any paid form of nonpersonal presentation and promotion of ideas, goods, or
services by an identified sponsor.
Kotler & Armstrong, 2018: 452-470.

MAJOR ADVERTISING DECISIONS

PUBLIC RELATIONS
Building good relations with the company’s various publics by obtaining
favourable publicity; building up a good corporate image; and handling or
heading off unfavourable rumours, stories, and events.

PR FUNCTIONS:
Press relations or press Creating and placing newsworthy information in the news media to attract
agency attention to a person, product, or service.
Product and brand publicity Publicizing specific products and brands.
Public affairs Building and maintaining national or local community relationships.
Lobbying Building and maintaining relationships with legislators and government officials to
influence legislation and regulation.
Investor relations Maintaining relationships with shareholders and others in the financial
community.
Development Working with donors or members of non-profit organizations to gain

financial or volunteer support.
PR TOOLS
THE MATERIAL OF PR TOOLS
Written materials: Annual reports,

The web and social media are also
brochures, articles, and company
important PR channels. Websites, blogs,
newsletters and magazines.
and social media such as YouTube,
Audio-visual materials: Videos, are being
Facebook, Instagram, Snapchat, Pinterest,
used increasingly as communication
and Twitter are providing new ways to
tools.
Corporate identity materials: Logos, reach and engage people. Storytelling
stationery, brochures, signs, business and engagement are core PR strengths,
forms, business cards, buildings, and that plays well into the use of online,
uniforms, and company cars and trucks mobile, and social media.
SALES PROMOTION
Short-term incentives to encourage the purchase or
sale of a product or a service.
SALES PROMOTION
Whereas advertising offers reasons to buy a product or

service,
sales promotion offers reasons to buy now.

SALES PROMOTION: RAPID GROWTH
▪ Product managers are under pressure to increase sales.

▪ More competition.
▪ Less diferentiation.
▪ Advertising efficiency has declined.
▪ Consumers are more deal-oriented.
Samples
gifts to
Coupons
consumers
Point-of-
Sales
purchase
(POP)
promotions
promotion Price packs
tools
Contests,
Rebates (or
sweepstakes,
cash refunds)
and games
Premiums
DIRECT & DIGITAL
MARKETING
Engaging directly with carefully targeted individual consumers and
customer communities to both obtain an immediate response and
build lasting customer relationships.

FORMS OF DIRECT & DIGITAL MARKETING

DIGITAL & SOCIAL MEDIA MARKETING
Using digital marketing tools such as websites, social media, mobile

apps and ads, online video, email, and blogs that engage
consumers anywhere, anytime via their digital devices.

DIRECT & DIGITAL MARKETING: BENEFITS
For BUYERS For SELLERS

▪ low-cost, efficient, speedy alternative for
▪ convenient, easy, and private reaching their markets
▪ greater flexibility (price & product adjustments,
▪ buyers can interact with sellers …)
▪ Brand engagement and community ▪ real-time marketing that links brands to

important moments and trending events
in customers’ lives
https://www.statista.com/
A PORTUGUESE CASE STUDY | GALP
https://www.youtube.com/watch?v=_C0ETjP3Df8&ab_channe
l=EmpowerBrandsChannel
REFERENCES
Kotler & Armstrong (2018)

Chapters 14-17

Part 2 MNM - Marketing Management - 2023-24 - MKT MIX Part 2

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Part 2 MNM - Marketing Management - 2023-24 - MKT MIX Part 2

Uploaded by

Copyright:

Available Formats

Master Degree in MANAGEMENT

1st semester, 2023-2014

(American Marketing Association (2013) Dictionary,

(…) too often brands are examined through their

Real brand management, however, begins much earlier,

(American Marketing Association (2013) Dictionary,

functional, rational, or tangible—related to

symbolic, emotional, or intangible—

Identify and Plan and

Brand as a Brand Brand as an

(Semprini, 1992; Aaker,1996; Joachimsthaler e Brand as a

Brand Brand awareness

“The value of a brand. From a consumer

“In order to build a strong brand, you must shape how

Chernatony, McDonald & Wallace

The Brand Resonance refers to the extent to which a

1. Who are you? (BRAND IDENTITY)

2. What are you? (BRAND MEANING)

Kotler, P. & Keller, K. L. (2012)

The set of tactical marketing tools -

Kotler & Armstrong (2012)

At the heart of a great brand is a

Ex.: soap, toothpaste, or salt

Kotler & Armstrong, 2018: 244

Kotler & Armstrong, 2018: 247

ORGANIZATION MARKETING consists of activities

Person marketing consists of activities undertaken to

Place marketing involves activities undertaken to create,

The activities of It ranges from simple tags Customer service:

Kotelr & Armstrong, 2018: 249

Product mix (or product portfolio) The set of all

product line is a group

As old products mature The development of original

Kotelr & Armstrong, 2018: 281

Kotler & Armstrong, 2018: 289-297

(2018) Chapters 8 & 9:

No matter what the state of the

The amount of money charged for a

cost-based pricing value-based pricing

Market-skimming pricing Market-penetration pricing

(2018) Chapters 10 & 11:

value network view of their businesses: the

Marketing Channel system

• Information. Gathering and distributing information about consumers, producers, and

Kotler & Armstrong, 2018: 361.

Selecting Channel Members

Training and Motivating Channel Members

Evaluating Channel Members

Modifying Channel Design and Arrangements

Channel Modification Decisions

Global Channel Considerations

All the activities involved in selling goods or services directly to final

Kotler & Armstrong, 2018: 92

Kotler & Armstrong,

Kotler & Armstrong, 2018: 401

Kotler & Armstrong, 2018

The shopping practice of

Kotler & Armstrong, 2018:407

Consumers first check out

Kotler & Armstrong, 2018:407

Kotler & Armstrong, 2018:407-9

All the activities involved in

Firms engaged primarily in