Build Strong BrandsThrough Consumer Insight(英文版)

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学术英语(管理)含课后答案Unit_2

─ Critical thinking and reading
• Overview • Beyond text • Discussion
─ Language building-up
• Specialized vocabulary • Signpost language • Formal English
Unit 2 Marketing
Text A
Critical reading and thinking
Overview
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5 Ps of marketing
The 4 Ps Theory in Marketing Price Price not only pays for your cost of goods and profit, it does much more, such as communicating about the setting quality expectations product, __________________________, segmenting the consumers ,and even conveying __________________________ how a consumer should consume the product.
Unit 2 Marketing
Text A
Critical reading and thinking
Beyond text
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4 Cs vs. 4 Ps With the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.

中国品牌作文英语

中国品牌作文英语China has become a major player in the global market, and its brands are gaining recognition and popularity worldwide. In recent years, Chinese brands have made significant progress in various industries, including technology, fashion, and consumer goods. This essay will explore the rise of Chinese brands and their impact on the global market.The first factor contributing to the success of Chinese brands is the country's booming economy. China has experienced rapid economic growth in the past few decades, which has created a large middle class with increased purchasing power. As a result, Chinese consumers arewilling to spend more on high-quality products, and Chinese brands are taking advantage of this trend. For example, Huawei has become the world's second-largest smartphone manufacturer, thanks to its high-quality products and aggressive marketing strategies.Another factor behind the rise of Chinese brands is innovation. Chinese companies are investing heavily in research and development, and they are coming up with innovative products that are attracting global attention. For example, DJI, a Chinese company that specializes in drones, has become the world's leading drone manufacturer, thanks to its cutting-edge technology and innovative products.Finally, Chinese brands are benefiting from thecountry's large population and vast domestic market. With over 1.4 billion people, China offers a huge market for local brands to grow and expand. Chinese companies are using this advantage to build strong brands at home, and then expand into international markets. For example, Li-Ning, a Chinese sportswear brand, has become a major player in the global market, thanks to its strong brand recognition in China.The rise of Chinese brands is having a significant impact on the global market. Chinese companies are challenging established brands in various industries, andthey are gaining market share rapidly. This trend is likely to continue, as Chinese brands continue to invest in innovation and expand their global reach. However, Chinese brands still face challenges, such as cultural differences and perceptions of low quality. To overcome these challenges, Chinese companies need to focus on building strong brands that resonate with consumers worldwide.In conclusion, the rise of Chinese brands is areflection of China's growing economic power and innovation. Chinese companies are challenging established brands in various industries, and they are gaining recognition and popularity worldwide. As China continues to grow and expand, its brands are likely to play an increasingly importantrole in the global market.。

品牌年轻化英语

品牌年轻化英语With the rapid development of modern society, more and more brands have recognized the importance of brand rejuvenation. Brand rejuvenation refers to the process of enhancing the vitality and attractiveness of a brand, making it more appealing to younger audiences. In today's competitive market, brand rejuvenation has become one of the most urgent tasks that companies need to accomplish. In this article, we will explore the strategies and benefits of brand rejuvenation.1. Understanding the Needs of Younger AudiencesTo rejuvenate a brand, the first step is to understand the needs and preferences of younger audiences. Younger consumers are the main driving force of the market, and their purchasing power cannot be ignored. They have different values, lifestyles, and consumption habits than previous generations, and as such, brands must adjust their marketing strategies to engage this demographic. Researching their needs and interests is needed to make necessary changes to appeal to them.2. Building a Strong Online PresenceNowadays, with the rise of social media, having a strong online presence is a necessary step in brand rejuvenation. Younger customers are more likely to shop online, and social media networks are where they often spend their time. Brands can build a strong online presence by creating engaging content, utilizing social media platforms, and optimizing their websites to appeal to younger audiences.3. Innovating Products and ServicesTo attract younger customers, brands must innovate their products and services continually. They need to keep up with the latest trends in fashion, technology, and lifestyle. Brands that stay on top can capture the attention of younger consumers and keep them coming back. Providing unique, innovative products and services will help refresh the brand and build excitement amongst the audience.4. Collaborating with InfluencersInfluencer marketing has rapidly become an effective marketing strategy in recent years. Collaborating with influencers can help to generate buzz and excitement around a brand. These collaborations can help target younger audiences and create brand loyalty. Influencers' followers can become new customers of the brand, expanding its reach to new audiences.5. Staying Authentic to the Brand's Core ValuesBrand rejuvenation requires brands to maintain the authenticity of core values. While adapting to changing trends and targeting younger audiences, brands must stay true to their core values, their history, and heritage. This will help build brand trust and loyalty, as they maintain the essence of the brand while presenting it in a fresh and exciting way.ConclusionBrand rejuvenation has become an essential task for brands that wish to stay relevant in today's market. Through understanding the needs of younger audiences, building a strong online presence, innovating products and services, collaborating with influencers, and staying true to their core values, brands can effectively rejuvenate their brandand attract younger customers. By keeping up with the latest trends, a brand can maintain its position, retaining current customers while continually growing its audience.。

营销策略外国参考文献有哪些

营销策略外国参考文献有哪些1. Eitan, G. (2015). The impact of social media marketing on consumer behavior: An empirical study. Journal of Marketing Communication, 21(3), 219-234.In this study, Eitan examines the impact of social media marketing on consumer behavior. The research is based on an empirical study, which involves surveying consumers about their perceptions and behaviors related to social media marketing. The findings reveal that social media marketing has a significant influence on consumer behavior, with consumers being more likely to engage with brands and make purchases as a result of exposure to marketing messages on social media platforms.2. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson.This book, written by Philip Kotler and Kevin Lane Keller, provides a comprehensive overview of marketing management. It covers various aspects of marketing strategy, including understanding customer needs, designing marketing programs, and managing the marketing mix. The book incorporates both theoretical concepts and practical examples, making it a valuable resource for marketers looking to develop effective marketing strategies.3. Gupta, S., & Lambkin, M. (2018). Customer-based brand equity in the digital age: A systematic review of the literature and research agenda. Journal of Marketing Management, 34(5-6), 438-464.Gupta and Lambkin review the concept of customer-based brand equity in the context of the digital age. Through a systematic review of existing literature, they identify key dimensions of brand equity that are important in the digital era, such as brand awareness, brand loyalty, and brand associations. The study also proposes a research agenda for future studies in this area, providing valuable insights for marketers aiming to build and manage strong brands in the digital landscape.4. Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty. Journal of Economic Psychology, 26(1), 35-57.Auh and Johnson explore the concept of compatibility effects in the context of customer satisfaction and loyalty. The study investigates how the compatibility between a customer's expectations and actual experiences influence their satisfaction and subsequent loyalty to a brand. The findings suggest that a higher level of compatibility leads to greater satisfaction and loyalty. This research has important implications for marketers seeking to enhance customer satisfaction and loyalty through aligning their offerings with customer expectations.5. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Harlow, England: Pearson.In this book, Chaffey and Ellis-Chadwick provide a comprehensive guide to digital marketing strategy, implementation, and practice.The book covers various digital marketing channels, such as search engine marketing, social media marketing, email marketing, and mobile marketing. It also explores key concepts, such as online consumer behavior, digital marketing planning, and measuring digital marketing effectiveness. With practical examples and case studies, this book offers valuable insights for marketers aiming to develop and execute effective digital marketing strategies.。

好的包装的英语作文

好的包装的英语作文The Importance of Good Packaging。

Packaging plays a crucial role in our daily lives. It not only protects the products inside but also serves as a means of communication between the brand and the consumer. Good packaging can make a product stand out on the shelves and attract potential buyers. In this essay, we will explore the importance of good packaging and how it can impact our purchasing decisions.First and foremost, good packaging helps to protect the product inside. Whether it is food, electronics, or cosmetics, proper packaging ensures that the product remains intact and free from damage during transportation and storage. For example, a sturdy box with bubble wrap can prevent fragile items from breaking, while a sealed bag can keep food fresh and hygienic. Without good packaging, products are vulnerable to damage, which can result in loss of revenue for the manufacturer and disappointment for theconsumer.Furthermore, good packaging can also enhance the perceived value of a product. When a product is well-packaged, it gives the impression that the brand cares about quality and attention to detail. For example, a luxury watch in an elegant box conveys a sense of sophistication and exclusivity, while a colorful and attractive packaging design can make a product look more appealing and desirable. In this way, good packaging can influence a consumer's perception of a product and their willingness to pay a premium price for it.Moreover, good packaging can help to differentiate a product from its competitors. In today's crowded marketplace, consumers are bombarded with choices, and brands are constantly vying for their attention. A unique and eye-catching packaging design can make a product stand out on the shelves and capture the consumer's interest. For example, a beverage company may use bold colors and graphics to create a memorable packaging design that sets their product apart from others in the same category. Bycreating a distinctive packaging design, brands can attract new customers and build brand loyalty.In addition, good packaging can also serve as a form of communication between the brand and the consumer. Through packaging, brands can convey important information aboutthe product, such as its features, benefits, and usage instructions. For example, a skincare product may include a list of ingredients and directions for use on the packaging, while a food product may display nutritional informationand expiration dates. By providing this information on the packaging, brands can educate consumers and help them make informed purchasing decisions.In conclusion, good packaging is essential forprotecting products, enhancing their perceived value, differentiating them from competitors, and communicatingwith consumers. Brands that invest in high-quality packaging are more likely to succeed in today's competitive marketplace and build strong relationships with their customers. Therefore, it is important for brands to pay attention to their packaging design and ensure that itreflects the quality and value of their products. Good packaging is not just a means of wrapping a product; it is a powerful tool that can drive sales, build brand loyalty, and create a positive shopping experience for consumers.。

企业调研报告英文

企业调研报告英文Market Research ReportTitle: Analysis of Market Trends and Consumer Preferences in the Electronics Industry1. IntroductionThe purpose of this market research report is to provide an in-depth analysis of the current market trends and consumer preferences in the electronics industry. The report aims to identify key factors influencing consumer purchasing decisions, assess the competitive landscape, and make recommendations for business growth and development.2. MethodologyThis report is based on primary and secondary research. Primary research involved conducting surveys and interviews with a representative sample of consumers in the target market. Secondary research was conducted to gather information on market trends, competitor analysis, and industry statistics.3. Key Findings3.1 Market Trends- The electronics industry is witnessing significant growth due to rapid technological advancements and increasing consumer demand for innovative and convenient gadgets.- The adoption of 5G technology is driving the demand for advanced smartphones and other electronic devices.- The market is experiencing a shift towards environmentallyfriendly products, with consumers displaying a preference for electronics with sustainable features and packaging.- The rise of e-commerce has revolutionized the electronics industry, with online sales accounting for a significant percentage of total sales.3.2 Consumer Preferences- Quality and reliability are the most important factors influencing consumer purchasing decisions in the electronics industry.- Price is also a significant consideration, with consumers looking for value for money products.- Consumers are increasingly concerned about the environmental impact of electronics, and are more likely to purchase products that are energy-efficient and made from recyclable materials.- Brand reputation and positive customer reviews are influential in shaping consumer perceptions and purchasing decisions.- Convenience and ease of use are key considerations, as consumers seek devices that simplify their lives and enhance productivity.4. Competitive Landscape- The electronics industry is highly competitive, with numerous global and local players operating in the market.- Leading companies invest heavily in research and development to maintain a competitive edge and introduce innovative products.- Brand loyalty plays a crucial role in the electronics industry, with consumers often sticking to trusted brands with a reputation for quality and reliability.- Online retailers and e-commerce platforms are gaining market share, posing a challenge to traditional brick-and-mortar stores.5. RecommendationsBased on the findings of this market research, the following recommendations are made for businesses in the electronics industry:- Emphasize the importance of quality and reliability in marketing campaigns, highlighting product durability and customer satisfaction.- Invest in research and development to introduce environmentally friendly products, capitalizing on the growing demand for sustainable electronics.- Leverage the power of e-commerce by optimizing online sales channels and providing a seamless and convenient shopping experience for consumers.- Build a strong brand reputation through positive customer reviews and endorsements, fostering trust and loyalty among consumers.- Stay updated with the latest technological advancements and consumer preferences in order to stay competitive in the market.6. ConclusionIn conclusion, the electronics industry is experiencing a period of rapid growth, driven by technological advancements and changing consumer preferences. Businesses in the industry must adapt to these trends by focusing on quality, sustainability, convenience, and brand reputation. By implementing the recommendations provided in this report, companies can position themselves for success in this dynamic and highly competitive market.。

品牌-麦肯锡

The New Rules of Branding Building Strong Brands Faster– David C. Court, John E. Forsyth, Greg C. Kelly, and Mark A.LochIt’s no news that strong brands create shareholder value. As one data point of our research shows, companies with strong brands have shareholder returns of 1.9 points more than their industries’ average.What is new is the swift emergence of new brands that – in a marketing environment marked by media fragmentation, changing technology, and demanding customers –are capturing brand strength scores greater than longstanding incumbent brands. The strength of such brands is matched only by the speed at which they are being built.A process that once took decades now gets done in a few years, as shown by 13-yearold Starbucks’ creation of greater brand strength than 108-year old Maxwell House.1 Older brands like Campbell Soup and AT&T still have great strength, but relative newcomers as diverse as Southwest Airlines, Victoria’s Secret, Starbucks and Charles Schwab have reached the same levels of strength with remarkable speed (Chart 1). These young brands2have generated their strength by creating and consistently deliver-ing distinctive performance beneﬁts with compelling emotional beneﬁts found in the brand’s personality.Incumbents must pay particular attention to how these new brands are shortening the lifecycle of their brand propositions. Our research reveals that an average retail lifecycle fell from 12 years in the 1970s to 5 years by the early 1990s. As a result, brands need to evolve constantly to remain distinctive in this faster-moving environment.To evolve their brands, marketers need to understand that the old rules of branding no longer apply – not when customer needs, marketing methods, and technology are all changing rapidly. Strong brands are succeeding because they understand the new rules of branding and play by them. Knowing the new rules can help both newcomers and incumbents build and revive their brands – and do so faster than ever before.The New Rules of BrandingFour new rules of branding are overturning old paradigms.No. 1Old paradigm:Use a central, core functional beneﬁt that is in sync with a strong brand personality to grow the brand.New rule:Create a rich, three-dimensional portfolio of beneﬁts that enriches and adds new dimensions to the brand personality to power the brand.Too many marketers are locked into a functional approach, stressing product features and quality, with little room to differentiate their brands. As the differences in product quality narrow, many brands are left with a “me-too” status which, in today’s crowded marketing environment, fails to capture customers’ attention.Fortunately, the dimensions of branding are exploding as customers’ needs shift and new technologies emerge that can enhance consumers’ experience with the brand. New approaches to branding and technology can meet the heightened needs of consumers, who now expect more from marketers than functional beneﬁts. They also want process beneﬁts (e.g., new ways to research and buy) and relationship beneﬁts (e.g., ongoing contact with the marketer). The “three-dimensional” approach creates opportunities for process and relationship differentiation, and the new brand builders are using these opportunities to increase performance distinction and enhance their brand’s personality. Chart 1Strong brands being built fasterTechnology is turbocharging this change. For example, Lands’ End is using the Internet technologies to enhance a brand position that delivers classic fashion plus friendly and advice-driven customer service. Customers can create an online “personal model” by submitting their own dimensions. This feature helps customers buy clothes with the right ﬁt, which enhances the overall buying process and total customer service.Schwab has used technology to evolve its proposition since the start of computer trading in the early 1980s. Through the Internet, Schwab has personalized its online offering (MySchwab), reduced transaction costs for customers and improved the quality and amount of information provided to customers. Besides sharpening performance distinc-tiveness, these beneﬁts also enhance the high-trust relationship Schwab has with its customers. Marketers must use all the available tools to “raise the bar” for their brand’s distinctiveness. Technology and fragmenting three-dimensional consumer needs create a marketplace where most brands will offer at least one element of brand promise distinc-tiveness. Those brands without a distinctive promise will suffer quickly.No. 2Old paradigm:Focus brand essence on product attributes or brand personality.New rule:Focus brand essence on a set of touchpoints through which the brand can deliver a consistently distinctive and inspiring customer experience.As brands add process and relationship attributes, the number of consumer touchpoints increases exponentially, thanks to the Internet, alliances and new in-store experiences. In the automotive industry, for example, the number of touchpoints has increased 40 percent over the last 5 years, as more auto buyers communicate among themselves, shop online and join afﬁnity groups.This increase in touchpoints creates opportunities and challenges for branding. On the one hand, if the total customer experience – as opposed to simply the product or the advertising – can reinforce the brand essence, then brands can be both stronger and more quickly built. On the other hand, ensuring consistent delivery of the brand promise across touchpoints is very difﬁcult. Gap shows the tactics available to deliver the prom-ise. It has hired and trained exceptional frontline employees, created clear guidelines and core processes, and designed an inspiring store look and feel to ensure its in-store experi-ence consistently meets the brand promise.Given the complexity of improving touchpoint performance, successful brands today don’t try to be better across the board. Rather, they zero in on the key touchpoints where they can create distinctive propositions that meet or exceed customers’ expectations. Progressive Insurance has focused on the claims process as the critical moment in insur-ance; in doing so it revolutionized the brand’s delivery against this key touchpoint. The company claims adjuster arrives on the accident scene in a Progressive-branded vehicle to provide guidance and reassurance (and money for repairs). Therefore, Progressive ispresent at the very instant when customers most need their insurance provider to deliver a distinctive and inspiring experience. The speed of this instant resolution improves per-formance distinctiveness and enhances the brand’s personality, since the on-the-spot experience builds consumers’ trust. Unlike insurers who stress the functional beneﬁts of the auto insurance itself, Progressive makes the brand essence shine through a complex, employee-based touchpoint. Such a compelling touchpoint builds a competitive advan-tage that is difﬁcult to emulate.No. 3Old paradigm:Concentrate on using high GRPs to build brand image.New rule:Concentrate on surrounding the consumer with superior market presence. The concept of market presence is not new. Retailers have long been aware that average sales per store in a local market will rise as they rapidly increase the number of their stores in that market (up to a limit, of course). Market presence works both because of the image beneﬁts of being seen everywhere and the power of word-of-mouth communications.The changing media landscape raises the opportunities for market presence and word-of-mouth. While traditional channels are fragmenting (the number of radio stations has risen from 4,600 to 12,500 in 18 years), the Internet is making word-of-mouth both easi-er to do and more prevalent.In response to these trends, new brands are creating total brand presence rather than relying on advertising-centric approaches. Innovative approaches are building presence through new media, word-of-mouth “viral” marketing, guerrilla marketing, alliances and the customer’s in-store experience. These tools enhance their power when they tie close-ly with the brand proposition and when they are tightly integrated to exploit dynamic interactions.Victoria’s Secret’s Web-based fashion show is a classic example of how to create multiple, dynamic vehicles that are tightly aligned with the personality. The show integrated great product, strong in-store experience/tie-ins, national advertising on the Super Bowl, effective PR and revolutionary use of the Internet. That is, the TV advertising and pub-licity promoted the show, while the show emphasized the stores. And each message was woven with a tasteful connection to the brand’s distinctive “romantic” brand personality. No. 4Old paradigm:Keep a brand position tight and narrow within the core product segment, and treat brand building as an expense.New rule:Nurture the brand as an asset that can be proﬁtably leveraged across product segments, geographies and/or channels.In the past, many brand positionings were kept tight and narrow as a way to ﬁnd distinc-tiveness. All copy, product, and packaging initiatives sought to reinforce a narrowlydeﬁned functional beneﬁt for the brand in its core category. Thus, Gillette kept its focus on razors for over 30 years, seeking distinctiveness through new functional performance.The new view is that brands develop far beyond core functional beneﬁts, letting brands support multiple product categories. More important, brands that can be leveraged earn superior shareholder returns. In the past decade, Gillette has leveraged its brand far beyond razors, into deodorants and other personal care products, with a brand promise of “the best a man can get.” According to our brand research, brands with this kind of aggressive brand leverage are generating superior returns. On average, companies with strongly leveraged brands – those that are leveraged across different products and cate-gories – earn 5 percent more than their industry averages, while more narrowly focused (but still strong) brands earn only 1.9 percent more. Newer companies like Starbucks,Ralph Lauren, and (see Chart 2) are showing that leverage is occurring more and more rapidly. Of course, brands must be careful in pursuing the leverage strategy since, if not done properly, it can reduce brand distinctiveness.Given the scope and scale of a brand leverage effort, the new branders have a muchtighter link between their corporate strategy and their brand strategies. When brands are seen as an asset that can drive growth, their positioning reﬂects not only existing mar-kets but also emerging opportunities. Spending on brands is truly an investment in a dynamic asset; far from being static, brands can be leveraged into new offerings, markets,and audiences.60405535253020510150Time invested in building brand prior to leverageGEGilletteLighting Razors Home improvement stores Discount brokerage Languages CoffeeNecktie BooksAppliances industrial products Shaving cream Expo store Mutual funds Operations systems Frappuccino ®, coffee ice cream, infusion teas Retail storeMusicHome DepotSchwabMicrosoftStarbucksRalph Lauren *Initial time reﬂects starting point of successful concept (e.g., Schwab started in 1971, but started discount brokerage in 1975)Chart 2Time before making leverage move*Turbocharging Your BrandThe new rules dictate broad changes in how marketers build their brand strategies. As a result, we use a ﬁve-part approach that we call the Brand Accelerator Model to help clients build strong brands faster. Thinking about the parts and related self-diagnostic questions can help marketers take advantage of the “new rules” of branding to turbo-charge their brands.1. Creating a compelling brand strategy. Process and relationship beneﬁts are adding new dimensions for brands to build more exciting and relevant propositions. Forging the brand strategy starts by mapping out the consumer landscape across multiple dimensions to uncover opportunities for distinctiveness. Consumers can be analyzed by attitudinal and behavior segments and by consumption occasions; competitive shares can then be overlaid against those segments. The approach locates the brand’s greatest strength today, as well as its greatest potential. Marketers can then use insights into the target customers’ future rational and emotional needs to bring to the surface process and rela-tionship beneﬁts that should be embedded in customers’ experience of the brand.Saturn’s brand position, for example, has inﬂuenced the way its target customers think about buying mid-priced cars. Saturn customers value highly a friendly, “no-haggle”shopping experience that includes the ability to choose options and apply for ﬁnancing over the Internet (process beneﬁts). Owners’ clubs and events are an innovative effort to further involve the customer in the after-sale experience (relationship beneﬁts).Ultimately, brand personality must be intertwined with the “hard” elements of the proposition. Providing emotional beneﬁts and bringing the brand to life for the customer remain as critical as ever. Fortunately, process and relationship needs create even more opportunities for brand personality. By linking corporate aspirations and brand personali-ty, marketers and their agencies can make the leap to a brand position and essence that deﬁnes the brand for a company’s customers and employees.For example, Starbucks created performance distinctiveness by serving its selection of coffee (functional beneﬁt), by hiring and training high-quality frontline “baristas” to give superior in-store service (process beneﬁt), and by creating an inviting retail atmos-phere (relationship beneﬁt). All are “hard” beneﬁts. Then, by understanding consumers’emotional needs, Starbucks brought these performance dimensions to life by positioning the beneﬁts as a “Third Place” where customers could ﬁnd a relaxed retreat from their hectic lives at work and at home. This is also the point to develop a strong link between the brand strategy and corporate strategy. A brand functions like an asset only when it is an integral part of a company’s growth plans and overall basis for competition. Disney, for example, does not start by thinking about growth and how the brand ﬁts into the plan. It starts with the brand. By considering how the brand can evolve to capture addi-tional opportunities, marketers open up exciting new strategic opportunities, as Disney has found with its hotels and cruise ships.Key brand strategy questionsI What are your industry’s key attitudinal/behavior segments and occasions? How much volume, proﬁt, and growth are in each? How “movable” is the volume in the segments from competitors to your brand?I Have you added a core set of process and relationship beneﬁts to enhance customers’experience with the brand? What new beneﬁts could address critical brand weaknesses, or push the strengths even higher? How are your competitors using the new dimensions to improve their brand propositions?I How well do your 3-D performance beneﬁts align with the brand’s personality? Has the personality evolved to take advantage of the performance shifts? Are the elements in harmony?I Have you linked your brand strategy to your corporate strategy? How are you evolving your brand strategy to create additional opportunities for the brand?2. Delivering a consistently distinctive and inspiring customer experience.A distinctive consumer experience that matches the brand promise requires consistent brand delivery. To make this happen, the brand leader must identify and prioritize the key touchpoints, then translate the brand proposition’s meaning at those key touchpoints into guidelines that mobilize and inspire the people who are delivering the brand experience. Retailers do this by creating a distinctive look and feel in the store (e.g., Old Navy’s racking and retro look) and delivering a distinctive customer experience (e.g., Starbucks’clear guidelines to keep coffee fresh). They also hire and train evangelistic staff (e.g., leading-edge clothing retailers hiring their customers, who reinforce the brand image and model the apparel). Without such initiatives, the brand will not deliver on the brand promise, and brand equity will not be built.To take another example, Hertz has systematically improved its brand delivery by under-standing which attributes and touchpoints have the greatest impact on its desired brand position. It has identiﬁed the gaps between the guidelines and actual performance, and taken initiatives to close the gaps. Starting with the #1 Club Gold concept, Hertz has upgraded touchpoints to improve the brand performance (e.g., customers’ names in lights, cars running upon arrival, roving check-in). It has also linked brand performance to its brand message of “Hertz Exactly,” stressing how Hertz can reduce business travelers’emotional anxiety.Frontline performance here is critical. These branders have paid special attention to ensuring that employees understand the brand even better than consumers do. Starbucks, Virgin, and Home Depot have all written the full stories of their brands – primarily so that their employees can understand the passion and emotions of the brand.Brands must deliver on their promises to build loyalty and create high expectations and awareness for customers. Failure to deliver on the promise is a fast way to permanentlydamage a brand. A number of banks and, most recently, electric utilities have violated these principles and destroyed shareholder value.Key brand delivery questionsI What ﬁve to seven touchpoints (e.g., claims for insurance, check-out for grocery, check-in/boarding for airlines) are most critical in delivering the brand proposition? Have they changed over the last 5 years, and are they likely to change over the next5 years?I For each key touchpoint, have you translated the brand proposition into clear guide-lines that align the delivery system and mobilize and inspire the people who are delivering the brand experience? How well do the employees understand and deliver the desired proposition?I What are the performance metrics for these touchpoints (e.g., speed and satisfaction of claims processing, speed of check-out, number of consumers surprised and delighted by the experience)? What is best practice performance? Has performance improved over time? Have the gaps versus competitors widened or narrowed over the last 2 years?I Do emotional beneﬁts reinforce the performance at the touchpoint? Are the brand’s personality and performance beneﬁts in harmony at the touchpoint? What initiatives could further enliven the touchpoints for customers? What can be learned from brands in other industries with similar touchpoints?3. Building a unique brand presence approach.Creating superior presence requires both breadth and focus. At one level, marketers need to maximize the opportunities for brand exposure to increase awareness (particularly for new brands) and image. Examples include Starbucks’ use of alliances with Nordstrom and Barnes & Noble, and ’s use of afﬁliate programs with thousands of smaller sites.However, our experience is that the real breakthroughs in presence building come when marketers focus on the bottlenecks to building brand loyalty for key customer segments. Once the bottlenecks are understood, marketers can creatively use presence-building tools to surround consumers with the brand message. The toolkit ranges from traditional advertising to viral and Internet marketing. Successful marketers invest in the “sweet spot” of spending for each of these tools, weighing the interplay among them (e.g., understanding the impact word-of-mouth has on the effectiveness of promotions). Finally, marketers are using “brand scorecards” that monitor presence-building tools and measure the impact of spending against the brand’s key objectives.Key presence-building questionsI What are the critical bottlenecks for building loyalty for your brand? How do they vary by consumer segment (e.g., is the issue awareness, access, consideration, education in using the product, or stimulating repeat usage and loyalty)?I How creative are you in introducing new presence-building vehicles? How many have been tested and/or introduced in the past 3 years? How much time is spent talking about advertising and promotions versus the nontraditional options?I For the options you have chosen, have you hit the “sweet spot” of maximum returns for your investment?I How well do you understand the dynamic interplay between marketing vehicles?I Do you use “brand scorecards” to monitor progress against your key objectives? Do they measure the impact of all presence-building vehicles? Do you adjust spending based on the scorecards?4. Leveraging the brand for growth and optimizing brand architecture.Deciding how to leverage a brand requires developing a close tie between corporate strategy and the brand. If a company wants to grow its brand into new and contiguous businesses, then it must build a brand with a strong personality (e.g., high trust) that can help drive that growth, as Disney has done. Our research has found that such brands have higher returns; in addition, consumers are willing to allow these brands into new areas, as they have with Schwab, Virgin, and Sony. (However, brands that have not developed strong, cross-category performance or personality dimensions that cut more easily across cate-gories risk diluting their core equities when they shift their propositions to enter new businesses. For these brands, it may be more appropriate to maintain a focus on the core performance or personality elements).As brands are leveraged into new situations, marketers need to consider the impact of this evolution on their overall architecture. For example, Gap uses the Gap name on babyGap and GapKids, but went in another direction for Old Navy because that brand deals with a different consumer at a different price point.Key brand leverage and architecture questionsI What performance and personality dimensions are so strong and attached to the brand that consumers want the brand to offer them in new products or services?I How can the brand performance and personality evolve over time to create more potential for leverage? Can the brand aspire to levels beyond its current positioning? What new products and services would accelerate its development?I Are there new categories close by with relatively low “brand intensity” competitors? Are there opportunities to create a differentiated, compelling consumer offering (e.g., Sears with its extension into in-home services)?I In the target categories, can the brand offer attractive new concepts that build off of the brand’s strengths, while also enhancing the core brand?I How do the new concepts ﬁt into the brand architecture? Should a direct branding strat-egy be used, or is a more indirect approach (e.g., an endorser strategy) more appropriate?5. Shifting the brand’s organizational development.Success with the new rules of branding requires a fundamental shift in the organization behind the brand. The organi-zation moves from a brand management approach to one based on brand stewardship. Working across the highest levels of a company, the brand steward shapes the brand promise and executes, reviews, and reﬁnes the brand strategy across a multi-channel organization. But this creates new organizational challenges:I Brand stewardship: Who is the brand steward? What are the steward’s roles, responsi-bilities, and duties? How will the steward ensure the brand strategy is executed across the organization?I Brand planning: How should the brand and its touchpoints evolve? What actions willrenew distinctiveness? What are the most important opportunities for enhancing the brand value? What individuals or groups drive these new ventures into reality?I Brand metrics: What are the metrics for evaluation? How should the performancebenchmarks be set? Who should evaluate the benchmarks, and how often?Once marked by stability, brands have become fast-changing assets. They have to change to survive because customers are expecting more from them – and rewarding brands that can deliver a strong experience against those expectations. The new rules of branding clearly deﬁne how newer brands can build greater distinctiveness than their incumbents. However, these new rules work just as well when established brands decide to move ahead by consistently delivering rich experiences at the right touchpoints, building explosive presence and making smart choices about brand leverage. The rules are open for anybody who wants to get in the game.NotesDavid C. Court is a director in McKinsey’s Dallas ofﬁce; John E. Forsyth is a principal inthe Stamford ofﬁce; Greg C. Kelly is a principal and Mark A. Loch is a director in the Atlanta ofﬁce.1Howard Schultz bought Starbucks in 1987 and launched the concept as it exists today.2McKinsey’s research into brand strength and brand leverage covered a sample base of 130 company brands, with interviews of 5,000 consumers to assess their perceptions of these companies’ brand strength. The methodology and ﬁndings can be found in the article “Brand Leverage” from The McKinsey Quarterly, 1999 Number 2, pp.100–110, and pp. 23–31 in this collection.。

PrinciplesofMarketingOutline营销学原理题纲

PrinciplesofMarketingOutline营销学原理题纲Chapter 1Marketing: Managing Profitable Customer Relationships一What Is Marketing?1.Definition2.The Marketing Process3.Wavy’s preferred definition二Understanding the Marketplace and Customer Needs1.Customer Needs, Wants, and Demand2.Market Offerings—Product, Services, and Experiences3.Customer Value and Satisfaction4.Exchanges and Relationships5.Markets are the set of actual and potential buyers of a product6.Marketing systemElements of a Marketing System三Designing a Customer-Driven Marketing Strategy1.Marketing management2.Selecting Customers to Serve3. Market segmentationTarget marketing4.Choosing a Value Proposition5.Marketing Management OrientationsProduction conceptProduct conceptSelling conceptMarketing conceptSocietal concept四Building Customer RelationshipsCustomer Relationship Management (CRM)Chapter 2Company and Marketing Strategy:Partnering to Build Customer Relationships一Companywide Strategic Planning: Defining Marketing’s Role1.Strategic Planning for a businessStrategic Planning2.Steps in the Strategic Planning Process3. Defining a Market-Oriented Missiona)The mission statementb)Market-oriented mission statementSetting Company Objectives and Goalsa)Business objectivesb)Marketing objectivesDesigning the Business Portfolio1)Definition1)Analyzing the business portfolio1)Strategic business unit (SBU)1)The Boston Group Approacha.Growth share matrixa.SBUs are classified as: Stars; Cash cows; Questionmarks; Dogs.Developing Strategies for Growth and Downsizinga)Product/market expansion gridb)P roduct/market expansion grid strategiesi.Market penetrationi.Market developmenti.Product developmenti.Diversification二Marketing Strategy and the Marketing Mix1.Marketing Strategy1.Customer-Centered Marketing StrategyMarket segmentationMarket segmentTarget marketingMarket positioning1.Developing the Marketing MixThe Four PsThe 4 Ps versus The 4 Cs三．Managing the Marketing Effort1.The Marketing Effort1.Marketing Analysis1.SWOT AnalysisChapter 4Managing Marketing Information一Assessing Marketing Information Needs Marketing information system (MIS)二Developing Marketing InformationMarketing ResearchDefinitionSteps in the marketing research processa)Defining the problem and research objectivesb)Developing the research planc)Implementing the pland)Interpreting and reporting the findingsChapter 5Consumer Markets and Consumer Buyer Behavior 一Model of Consumer Behavior二Characteristics Affecting Consumer BehaviorFactors Influencing Consumer Behavior三Types of Buying Decision Behavior/doc/df13500012.html,plex Buying Behavior1.Dissonance-Reducing Buying Behavior1.Habitual Buying Behavior1.Variety-Seeking Buying Behavior四The Buyer Decision Process1.Post-Purchase DecisionCustomer satisfactionNew productAdoption process1.Stages in the Adoption ProcessAwarenessInterestEvaluationTrialAdoption1.Individual Differences in InnovationEarly adoptersEarly majorityLate majorityLaggards1.Adoption Categorization on the Basis of Relative TimeAdoption of InnovationsChapter 7Customer-Driven Marketing Strategy:Creating Value for Target CustomersChapter Concepts:(1)Market Segmentation(2)Market Targeting(3)Differentiation and Positioning一Market Segmentation1.Definition1.Segmenting Consumer Markets1. Geographic segmentation1. Demographic segmentation1. Psychographic segmentation1. Behavioral segmentation1.Requirements for Effective Segmentation MeasurableAccessibleSubstantialDifferentiableActionable二Market Targeting1.Evaluating Market Segments2.Target Marketing StrategiesDepends on:Company resourcesProduct variabilityProduct life-cycle stageMarket variabilityCompetitor’s marketing strategies三Differentiation and Positioning1.Product position2.Choosing a Target Market3.Choosing a Differentiation and Positioning Strategy4.Choosing the Right Competitive Advantage5.Developing a Positioning StatementChapter 8Product, Services, and Branding Strategy一What Is a ProductProducts, Services, and Experiences二Services MarketingNature and Characteristics of a ServiceIntangibilityInseparabilityVariabilityPerishability三What Is a Product1.Levels of Product and Services2.Product and Service Classifications/doc/df13500012.html,anizations, Persons, Places, and Ideas四Product and Services Decisions1.Individual Product and Service Decisions1.Product Line Decisions1.Product Mix Decisions五Branding Strategy: Building Strong Brands1.Definition of Brand equity and Customer equity2.Brand strategy decisions include:3. Brand positioning4. Brand name selection5. Brand sponsorship6. Brand developmentChapter 9New-Product Development and Product Life-CycleStrategies一New-Product Development Strategy1. A firm can obtain new products through:2. Acquisition3. New-product development4.Reasons for new product failure二New-Product Development Process1.Major Stages in New-Product Development2.Idea Generation3.Concept Development and Testing4.Marketing Strategy Development三New-Product Development ProcessCommercialization四Managing New-Product DevelopmentSuccessful new-product development should be:Customer centeredTeam centeredSystematic五Product Life-Cycle Strategies1.Product Life Cycle2.Production Life-Cycle Stages3.Modifying Strategies4.Production Life-Cycle Stages六Additional Product and Service Considerations1.Product Decisions and Social Responsibility2.International Product and Service MarketingChapter 10Pricing ConceptsUnderstanding and Capturing Customer Value Chapter Outline1.What Is a Price?2.Factors to Consider When Setting Prices一What Is a Price?Definition二Factors to Consider When Setting Prices1.Customer Perception of Value/doc/df13500012.html,pany and Product Costs1.Costs at Different Levels of Production1.Costs as a Function of Production Experience1.Break-Even Analysis and Target Profit Pricing1.Other Internal and External Consideration Affecting PriceDecisionsChapter 11Pricing Products: Pricing Strategies Chapter Outline1.New-Product Pricing Strategies2.Product Mix Pricing Strategies3.Price Adjustment Strategies4.Price Changes5.Public Policy and Pricing一New-Product Pricing StrategiesPricing StrategiesMarket skimming pricingMarket penetration pricing二Product Mix Pricing Strategies1.Product line pricing2.Optional product pricing3.Captive product pricing4.By-product pricing5.Product bundle pricing三Price Adjustment Strategies1.Discount and allowance pricing2.Segmented pricing3.Psychological pricing4.Promotional pricing5.Geographical pricing6.Dynamic pricing7.International pricing四Price Changes1.Initiating Pricing ChangesPrice cutsPrice increases2.Buyer Reactions to Pricing Changes3.Responding to Price Changes五Public Policy and Pricing1.Pricing Within Channel Levels Price fixingPredatory pricing2.Pricing Across Channel Levels Robinson Patman ActRetail (resale) price maintenance。

famous brands阅读判断

famous brandsIntroductionIn today’s globalized world, famous brands play a significant role in shaping consumer behavior and economic landscapes. These well-known brands have built a strong reputation and loyal customer base through their unique value propositions, exceptional quality, and effective marketing strategies. In this article, we will explore the importance of famous brands, the factors contributing to their success, and the challenges they face in maintaining their status.The Significance of Famous BrandsFamous brands hold a prominent place in the market due to several reasons:1.Recognition and Trust: A well-known brand evokes familiarity andtrust among consumers. When faced with a choice between a familiar brand and an unknown one, consumers are more likely to opt for the former due to the perceived reliability and quality associatedwith it.2.Consumer Loyalty: Famous brands often enjoy a strong base ofloyal customers. These customers trust the brand’s offerings and are more likely to repurchase products or services from the brand.Loyal customers also act as brand advocates, spreading positiveword-of-mouth and influencing others to choose the same brand.3.Premium Pricing: Strong brand recognition allows famous brands tocommand higher prices for their products or services. Consumersare often willing to pay a premium for a brand they trust andperceive as superior to its competitors.petitive Advantage: Well-known brands possess a competitiveedge over their rivals. They have already established themselvesin the market, making it difficult for new entrants to competeeffectively. This advantage allows famous brands to enjoy a largermarket share, greater economies of scale, and increased bargaining power with suppliers.Key Drivers of Famous BrandsSeveral factors contribute to the success and fame of brands:1. Product DifferentiationFamous brands distinguish themselves from their competitors through unique products or services. Differentiation can be achieved through various means, such as innovative features, superior quality, or exceptional customer service. This uniqueness helps create a strong brand image and sets the brand apart from others in the market.2. Brand Identity and ValuesSuccessful brands develop a clear brand identity and consistently communicate their values to consumers. This identity and value system resonate with target customers, creating an emotional connection. For example, a brand focusing on environmental sustainability will attract consumers who prioritize eco-friendly practices.3. Effective Marketing and CommunicationBrands invest heavily in marketing and communication strategies to reach their target audience effectively. Through advertisements, social media campaigns, and public relations activities, famous brands create a powerful brand presence and engage with consumers on multiple platforms.4. Exceptional Customer ExperienceFamous brands prioritize providing an exceptional customer experience. They invest in staff training, adopt efficient processes, and utilize technology to enhance customer satisfaction. By consistently delivering a positive experience, brands build long-term relationships with customers and generate repeat business.Challenges Faced by Famous BrandsMaintaining the status of a famous brand is not without its challenges:1. Brand DilutionAs a brand grows, it may face the risk of diluting its identity and values. Extended product lines or diversification into unrelated industries can confuse consumers about the brand’s core offerings and weaken its image. Careful brand management is needed to ensure consistency and relevance.2. Intense CompetitionFamous brands constantly face intense competition from both existing players and new entrants. Rivals may imitate successful strategies or offer similar products at competitive prices. To stay ahead, famous brands must continuously innovate, adapt to market trends, and explore new growth opportunities.3. Changing Consumer PreferencesConsumer preferences and trends are constantly evolving. What may have made a brand famous in the past may not resonate with the current target audience. Famous brands need to stay attuned to changing preferences, anticipate shifts in consumer behavior, and update their offerings to remain relevant.4. Crisis ManagementA crisis can severely damage a brand’s reputation. Famous brands need to be prepared to handle crises effectively and take swift action to minimize the negative impact. Timely communication, transparency, and corrective measures are crucial in rebuilding trust and maintaining customer loyalty.ConclusionFamous brands hold a significant position in the global market, benefiting from recognition, consumer loyalty, premium pricing, and a competitive advantage. To achieve and maintain their fame, brands must differentiate their products, establish a strong brand identity, implement effective marketing strategies, and prioritize customer experience. However, they also face challenges such as brand dilution, intense competition, changing consumer preferences, and crisis management. Only by navigating these challenges successfully can famous brands maintain their status and continue to thrive in the ever-evolving business environment.。

运动鞋销量分析英语作文

运动鞋销量分析英语作文Title: Analysis of Athletic Shoe Sales。

Introduction:The athletic shoe industry has experienced significant growth in recent years, driven by the increasing popularity of sports and fitness activities. This article aims to analyze the factors influencing the sales of athletic shoes, including consumer preferences, marketing strategies, and market trends. By examining these aspects, we can gain insights into the dynamics of the industry and identify potential areas for improvement and growth.1. Consumer Preferences:Understanding consumer preferences is crucial for any business, and the athletic shoe industry is no exception. Factors such as style, comfort, brand reputation, and price play a significant role in shaping consumer choices. Marketresearch indicates that consumers are increasingly seeking shoes that not only enhance performance but also reflect their personal style. Therefore, shoe manufacturers need to focus on developing innovative designs that cater to these preferences while ensuring optimal comfort and functionality.2. Marketing Strategies:Effective marketing strategies are essential to drive sales in the athletic shoe industry. Companies employ various techniques to promote their products, such as celebrity endorsements, social media campaigns, and sponsorships. Celebrity endorsements, in particular, have proven to be highly influential in shaping consumer perceptions and driving sales. By associating their brand with successful athletes or fitness enthusiasts, shoe companies can create a sense of aspiration and credibility, leading to increased sales.Social media platforms have also become a crucial marketing tool for athletic shoe companies. By leveragingthe power of platforms like Instagram and YouTube, brands can reach a wider audience and engage with potential customers directly. Engaging content, such as workout tutorials, product reviews, and behind-the-scenes footage, can help build brand loyalty and generate interest in new shoe releases.3. Market Trends:Analyzing market trends is vital for staying competitive in the athletic shoe industry. One significant trend in recent years is the growing demand for sustainable and eco-friendly products. Consumers are becoming more conscious of their environmental impact and are actively seeking products that align with their values. Shoe manufacturers can capitalize on this trend by incorporating sustainable materials, such as recycled plastics or organic fabrics, into their shoe designs. Additionally, adopting eco-friendly manufacturing practices can enhance brand reputation and attract environmentally conscious consumers.Another emerging trend is the integration of technologyinto athletic footwear. With the rise of wearable devices and smart technology, consumers are increasingly lookingfor shoes that offer advanced features like fitness tracking, personalized coaching, and real-time data analysis. Companies that can incorporate thesetechnological advancements into their products are likelyto gain a competitive edge and attract tech-savvy consumers.4. Competitive Landscape:The athletic shoe industry is highly competitive, with numerous brands vying for market share. Established brands like Nike, Adidas, and Puma dominate the market, making it challenging for new entrants to establish a foothold. These industry giants invest heavily in research and developmentto develop cutting-edge technologies and innovative designs, which gives them a competitive advantage.To succeed in such a competitive landscape, smallershoe companies can focus on niche markets or targetspecific customer segments. By identifying underserved markets, such as specialized sports or specificdemographics, companies can tailor their products to meet the unique needs of these consumers. Additionally, building strong brand loyalty through exceptional customer service and personalized experiences can help smaller companies compete against larger brands.Conclusion:In conclusion, the sales of athletic shoes are influenced by various factors, including consumer preferences, marketing strategies, market trends, and the competitive landscape. To succeed in this dynamic industry, shoe manufacturers must continuously adapt to changing consumer demands, invest in effective marketing campaigns, and stay ahead of emerging trends. By understanding these factors and implementing appropriate strategies, companies can position themselves for success and drive sales in the highly competitive athletic shoe market.。

学术论文写作指导范文

学术论文写作指导范文学术论文是一种重要的学术交流方式，对于提高学术水平和推动学术研究具有重要意义。

本文将介绍学术论文的写作指导，并提供一篇范文供参考。

一、引言部分引言部分是学术论文的开篇，需要引出研究背景、问题陈述和研究目的。

在引言部分，作者应该明确论文的研究目标，并简要介绍相关研究现状和研究问题的重要性。

二、文献综述部分文献综述部分是学术论文的核心，需要对相关研究进行全面的综述和分析。

在文献综述部分，作者应该引用相关文献，并对其进行评论和比较。

同时，作者还可以指出前人研究的不足之处，并提出自己的研究思路和方法。

三、方法部分方法部分是学术论文的重要组成部分，需要详细描述研究的方法和实验设计。

在方法部分，作者应该清晰地描述研究的实验过程、样本选择和数据分析方法。

同时，作者还需要说明研究方法的可行性和有效性。

四、结果与讨论部分结果与讨论部分是学术论文的关键部分，需要对实验结果进行详细的分析和讨论。

在结果与讨论部分，作者应该详细地展示实验结果，并对其进行解释和分析。

同时，作者还可以与前人研究进行比较，并指出自己的研究成果的意义和贡献。

五、结论部分结论部分是学术论文的总结，需要对研究结果进行简洁明了的总结和归纳。

在结论部分，作者应该回顾研究目标，并总结研究的主要发现和结论。

同时，作者还可以对研究的局限性和未来研究方向进行展望。

六、参考文献部分参考文献部分是学术论文的最后部分，需要列出所有引用过的文献。

在参考文献部分，作者应该按照规定的引用格式列出文献的详细信息，包括作者、标题、出版年份等。

范文：Title: The Impact of Social Media on Consumer BehaviorAbstract:With the rapid development of social media, its impact on consumer behavior has attracted increasing attention from researchers and practitioners. This paper aims to explore the influence of social media on consumer behavior and provide insights for marketing strategies. Through a comprehensive literature review and empirical analysis, this study finds that social media has a significant impact on consumer decision-making process and purchase behavior. Furthermore, the study reveals that social media plays a crucial role in shaping consumer attitudes and perceptions towards brands and products. Based on these findings, this paper suggests that companies should leverage social media platforms to engage with consumers and build strong brand relationships.Keywords: social media, consumer behavior, decision-making process, purchase behavior, brand relationship1. IntroductionIn recent years, social media has emerged as a powerful tool for communication and information sharing. It has revolutionized the way people interact and has transformed various aspects of society, including consumer behavior. This paper aims to examine theimpact of social media on consumer behavior and provide guidance for marketers in leveraging social media platforms.2. Literature Review2.1 Influence of Social Media on Consumer Decision-making ProcessSocial media platforms provide consumers with abundant information and opinions, which significantly influence their decision-making process. Previous studies have shown that consumers rely on social media for product discovery, evaluation, and comparison. They seek recommendations and reviews from their social network before making purchasing decisions.2.2 Impact of Social Media on Purchase BehaviorSocial media platforms not only influence consumers' decision-making process but also directly impact their purchase behavior. Studies have shown that social media advertising and promotions have a positive effect on consumers' purchase intention. Consumers are more likely to make purchases when exposed to persuasive and relevant content on social media.3. MethodologyThis study adopts a mixed-method approach, combining a literature review and empirical analysis. The literature review provides a comprehensive understanding of the existing research on the topic. The empirical analysis involves a survey of 500 participants to investigate their social media usage, attitudes, and purchase behavior.4. Results and Discussion4.1 Influence of Social Media on Consumer Attitudes and PerceptionsThe empirical analysis reveals that social media has a significant impact on consumer attitudes and perceptions towards brands and products. Consumers tend to develop positive attitudes towards brands with a strong social media presence. Theyperceive brands as more trustworthy and authentic when they engage with consumers on social media.4.2 Impact of Social Media on Purchase BehaviorThe study finds that social media plays a crucial role in influencing consumers' purchase behavior. Consumers are more likely to make impulsive purchases when exposed to social media advertising and promotions. They are also more likely to engage in word-of-mouth marketing by sharing their purchase experiences on social media.5. ConclusionIn conclusion, social media has a profound impact on consumer behavior. It influences consumers' decision-making process, attitudes, and purchase behavior. Companies should recognize the importance of social media in shaping consumer perceptions and leverage social media platforms to engage with consumers and build strong brand relationships.References:- Anderson, J., & Narus, J. (2004). Business market management: Understanding, creating, and delivering value. Upper Saddle River, NJ: Pearson Education.- Berger, J., & Milkman, K. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192-205.- Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston, MA: Harvard Business Press.以上是一篇关于社交媒体对消费者行为影响的学术论文范文，希望对您有所帮助。

为老字号注入新能量英语作文

为老字号注入新能量英语作文Revitalizing Venerable Brands: A Symphony of Heritage and Innovation.In the ever-evolving tapestry of commerce, venerable brands stand as testaments to the enduring allure of tradition. These established enterprises, often steeped in history and legacy, evoke a sense of nostalgia and familiarity among consumers. However, in an era defined by rapid technological advancements and shifting consumer preferences, it is imperative for these time-honored businesses to adapt to the dynamic market landscape without compromising their cherished heritage.The revitalization of venerable brands requires a delicate balance between preserving their core essence while embracing contemporary trends. This intricate dance requires a multifaceted approach that encompasses product innovation, marketing strategies, and customer engagement.Product Innovation: Harmonizing Tradition with Modernity.The heart of any brand lies in its products or services. For venerable brands, the challenge lies in finding innovative ways to reinvigorate their offerings without straying from their established identity. This can involve incorporating new technologies, exploring novel materials,or introducing fresh flavor profiles while maintaining the fundamental characteristics that have made the brand beloved.For instance, the storied French bakery, Ladurée, has successfully modernized its iconic macarons by introducing new flavors such as rose petal and pistachio. Thesecreations subtly depart from the traditional flavors while still respecting the brand's foundational concept. Similarly, the British luxury automaker, Bentley, has integrated state-of-the-art technologies into its vehicles without sacrificing the elegance and craftsmanship thathave defined the brand for generations.Marketing Strategies: Redefining the Brand Narrative.In today's digital age, marketing plays a pivotal rolein shaping brand perception. Venerable brands must adapt their marketing strategies to resonate with contemporary consumers without alienating their loyal patrons. This involves crafting compelling stories that connect thebrand's heritage with its present-day offerings.Social media platforms offer a unique opportunity for brands to engage with their audiences and build a sense of community. Through carefully curated content, venerable brands can showcase their craftsmanship, share their history, and highlight their ongoing relevance. Furthermore, collaborations with influencers and partnerships with forward-thinking brands can help to introduce the brand to new demographics.Customer Engagement: Fostering Loyalty in the Digital Era.In the past, customer engagement was largely confinedto in-person interactions and traditional advertising. However, the advent of e-commerce and social media has opened up unprecedented opportunities for brands to cultivate relationships with their customers.Venerable brands should leverage these digital channels to provide exceptional customer experiences. This includes responding promptly to inquiries, addressing customer feedback, and offering personalized recommendations. By building strong relationships with their customers, venerable brands can foster a sense of loyalty that transcends generations.Case Study: The Timeless Allure of Louis Vuitton.Founded in 1854, Louis Vuitton is a venerable brand synonymous with luxury and craftsmanship. Over the years, the brand has successfully navigated the changing tides of fashion by embracing innovation while safeguarding its core identity.Louis Vuitton's product line has evolved to includeready-to-wear clothing, accessories, and fragrances. However, the brand's signature monogram canvas remains a cornerstone of its designs. Louis Vuitton has also collaborated with renowned artists and designers, such as Stephen Sprouse and Jeff Koons, to create limited-edition collections that infuse the brand's heritage with contemporary aesthetics.The brand's marketing strategies have also kept pace with the times. Louis Vuitton has a strong presence on social media, where it showcases its products and engages with its audience. The brand has also launched interactive online campaigns that allow customers to experience its products virtually.Conclusion.The revitalization of venerable brands is an ongoing journey that requires a harmonious blend of tradition and innovation. By embracing contemporary trends while honoring their heritage, these businesses can continue to captivate consumers and secure their place in the ever-changinglandscape of commerce. Through product innovation, strategic marketing, and a relentless focus on customer engagement, venerable brands can defy the passage of time and remain relevant for generations to come.。

打响品牌知名度英语作文

打响品牌知名度英语作文1. Building brand awareness is crucial for any business looking to succeed in today's competitive market. It's all about making sure that your target audience knows who you are and what you stand for.2. One effective way to boost brand recognition is through social media. By engaging with your followers, sharing valuable content, and running targeted ads, you can reach a wider audience and increase your visibility.3. Another key strategy is to collaborate with influencers or celebrities who align with your brand values. Their endorsement can help you reach new audiences andbuild credibility in the eyes of consumers.4. Hosting events or sponsoring community initiativesis also a great way to raise brand awareness. By showing your support for important causes or connecting with customers face-to-face, you can create a lasting impression.5. Don't forget the power of word-of-mouth marketing. Encourage satisfied customers to share their positive experiences with others, whether through reviews, testimonials, or social media posts.6. Finally, consistency is key. Make sure that your brand messaging, visuals, and tone of voice are aligned across all channels to create a cohesive and memorable brand image.。

英语作文-医学护肤品制造行业的市场推广与品牌传播

英语作文-医学护肤品制造行业的市场推广与品牌传播The marketing and branding of medical skincare products involve strategic efforts to effectively communicate their value proposition and build strong brand presence in the competitive landscape. This industry not only thrives on innovation but also demands a nuanced understanding of consumer needs and regulatory frameworks.In the realm of medical skincare product manufacturing, market promotion plays a pivotal role in shaping consumer perceptions and driving sales. Unlike conventional skincare products, medical-grade formulations are developed with a focus on therapeutic benefits and clinical efficacy. This distinction underscores the importance of targeted marketing strategies that emphasize scientific rigor and tangible results.Effective market promotion begins with a comprehensive understanding of the target audience. Medical skincare products cater to a diverse demographic, including consumers seeking solutions for dermatological conditions, anti-aging treatments, and post-procedural care. Tailoring promotional campaigns to address specific concerns and demographics ensures relevance and resonance with potential customers.Brand communication in this sector revolves around transparency and credibility. Highlighting key ingredients, clinical studies, and endorsements from healthcare professionals builds trust and reinforces the product's efficacy claims. Moreover, leveraging endorsements from dermatologists or testimonials from satisfied users can substantiate the product's therapeutic benefits and enhance its perceived value in the market.Strategic partnerships with healthcare providers and aesthetic clinics offer a direct channel for product distribution and recommendation. Collaborative efforts can include co-branded marketing initiatives, educational seminars, or exclusive product trials, thereby leveraging the credibility and authority of medical professionals to endorse the brand.Digital marketing has revolutionized the landscape of skincare product promotion. Utilizing social media platforms, targeted advertising, and influencer collaborations enables brands to reach a global audience instantaneously. Engaging content that educates consumers about skincare concerns, treatment options, and product benefits fosters brand loyalty and consumer engagement.Market expansion strategies involve identifying emerging trends and consumer preferences. The demand for natural and organic ingredients, sustainable packaging, and personalized skincare regimens continues to shape product innovation and market dynamics. Adapting to these trends through product diversification and customization ensures relevance and competitiveness in a rapidly evolving market.Regulatory compliance is non-negotiable in the marketing of medical skincare products. Adherence to local and international standards ensures product safety, efficacy, and consumer trust. Clear labeling, accurate product claims, and compliance with industry regulations are imperative to avoid legal repercussions and maintain brand integrity.In conclusion, successful marketing and brand communication in the medical skincare industry require a multifaceted approach that integrates scientific credibility, consumer education, and strategic partnerships. By prioritizing transparency, innovation, and regulatory compliance, brands can effectively navigate the complexities of this dynamic market landscape and establish a strong foothold among discerning consumers seeking reliable skincare solutions.。

值得信赖的品牌英语作文

值得信赖的品牌英语作文题目，Trustworthy Brands。

In today’s global market, trustworthy brands play a pivotal role in consumer decision-making. A trustworthy brand is not just about a product; it embodies reliability, quality, and ethical standards. In this essay, we will explore the importance of trustworthy brands, their characteristics, and the impact they have on consumers and society.Firstly, a trustworthy brand instills confidence in consumers. When customers trust a brand, they are more likely to make repeat purchases and recommend the brand to others. Trust is built through consistent delivery of quality products or services, transparent communication, and ethical business practices. For example, companies like Apple and Coca-Cola have built a strong reputation over the years by consistently delivering products that meet or exceed customer expectations.Secondly, trustworthy brands prioritize customer satisfaction. They actively listen to customer feedback, address concerns promptly, and strive to improve their offerings based on customer needs. This customer-centric approach fosters loyalty and long-term relationships with consumers. For instance, Amazon is known for its customer-centric policies, such as easy returns and efficient customer support, which have contributed to its success asa trusted brand.Moreover, trustworthy brands uphold high ethical standards. They are transparent about their sourcing practices, environmental impact, and treatment of employees. Consumers today are more conscious about these factors and prefer to support brands that align with their values. Patagonia, for instance, has gained a loyal following dueto its commitment to sustainability and ethical manufacturing processes.Furthermore, trustworthy brands contribute positivelyto society. They actively engage in corporate socialresponsibility (CSR) initiatives, such as environmental conservation, community development, and philanthropy. These efforts not only benefit communities but also enhance the brand’s reputation and goodwill. Companies lik e Microsoft and Google are known for their extensive CSR programs that address various social and environmental issues.In conclusion, trustworthy brands play a vital role in today’s business landscape. They build trust with consumers through reliability, quality, transparency, and ethical practices. By prioritizing customer satisfaction, upholding high ethical standards, and contributing to society, these brands create long-lasting relationships with customers and make a positive impact on the world.(Word count: 296 words)。

关于营销的英语作文

关于营销的英语作文Marketing is the lifeblood of any business, and its importance cannot be overstated in today's competitive global marketplace. It is the process through which companies create relationships with customers, influence their purchasing decisions, and build brand loyalty. In this essay, we will explore the various facets of marketing, its impact on consumers, and the strategies that companies employ to remain successful.Firstly, marketing is not just about selling products; it is about understanding the needs and wants of consumers and addressing them effectively. This involves market research, which is the foundation of any marketing campaign. By conducting surveys, analyzing trends, and studying consumer behavior, companies can tailor their products and messages to resonate with their target audience.Secondly, the rise of digital technology has revolutionized marketing. Social media platforms, search engine optimization (SEO), and email marketing are just a few of the tools that businesses use to reach a wider audience. Digital marketing allows for targeted advertising, where companies can pinpoint specific demographics and interests, ensuring that their marketing efforts are both efficient and effective.Moreover, the concept of branding is central to marketing. A strong brand identity can set a company apart from itscompetitors and create a sense of trust and recognition among consumers. This involves creating a unique logo, a compelling brand story, and a consistent message across all marketing channels. A well-crafted brand can evoke emotions and create a connection with the customer, which is invaluable in fostering loyalty.Another critical aspect of marketing is customer relationship management (CRM). This involves building and maintaining relationships with customers to increase sales and revenue. CRM strategies include personalized marketing, regular communication, and excellent customer service. By focusing on customer satisfaction, businesses can turn one-time buyers into repeat customers and brand advocates.However, marketing also faces challenges in the modern world. One of the primary concerns is the issue of consumer privacy, especially with the rise of data collection and analytics. Companies must navigate the balance between personalization and respecting the privacy of their customers. Additionally, the saturation of marketing messages can lead to ad fatigue, where consumers become desensitized to promotional content. To combat this, marketers must be creative and innovative in their approach, ensuring that their messages stand out and engage the audience.In conclusion, marketing is a multifaceted discipline that plays a crucial role in the success of any business. By understanding consumer needs, leveraging digital tools, building strong brands, and focusing on customer relationships, companies can create effective marketingstrategies that drive growth and build lasting connections with their customers. As the landscape of marketing continues to evolve, it is essential for businesses to stay adaptable and innovative to remain competitive.。

做品牌创意的英语

做品牌创意的英语Creating brand creativity is a crucial aspect of building a successful and memorable brand. It involves the process of developing unique and innovative ideas that can effectively communicate the brand's message, values, and identity to the target audience. Brand creativity plays a significant role in differentiating a brand from its competitors, capturing the attention of consumers, and building a strong emotional connection with them. In this modern era of intense competition and rapidly evolving consumer preferences, the significance of brand creativity has become more pronounced than ever before. Brands need to constantly innovate and come up with fresh, creative ideas to stay relevant and resonate with their target audience.One of the key aspects of brand creativity is theability to think outside the box and break away from conventional norms. It involves pushing the boundaries and exploring new and unconventional ideas that can set the brand apart from others in the market. By being daring andinnovative, brands can capture the attention of consumers and leave a lasting impression. This could involve creative advertising campaigns, unique product designs, or out-of-the-box marketing strategies that challenge the status quo and create a buzz in the market. For example, companieslike Apple and Nike are known for their innovative and creative approach to product design and marketing, which has helped them build a strong and loyal customer base.Furthermore, brand creativity also encompasses the ability to tell a compelling and authentic brand story. This involves creating a narrative that resonates with the target audience and effectively communicates the brand's values, mission, and vision. A compelling brand story can evoke emotions, create a sense of belonging, and build a strong emotional connection with consumers. It allows the brand to stand for something meaningful and connect with consumers on a deeper level, beyond just the functional benefits of the product or service. For example, brandslike Coca-Cola and Disney have successfully usedstorytelling to create a strong emotional bond with their audience, making them more than just a product or service.In addition, brand creativity also involves the use of visual and graphic elements to create a distinct and memorable brand identity. This includes the design of the brand logo, color scheme, typography, and overall visual aesthetics that represent the brand. A visually appealing and cohesive brand identity can help the brand stand out, be easily recognizable, and leave a lasting impression on consumers. It also plays a crucial role in shaping the brand's personality and conveying its values and positioning in the market. For example, brands like McDonald's and Starbucks have iconic and instantly recognizable visual identities that have become synonymous with their brand.Moreover, brand creativity also extends to the development of innovative and engaging brand experiences for consumers. This could involve creating unique and interactive experiences through events, pop-up stores, digital platforms, or social media campaigns that allow consumers to engage with the brand in a memorable and meaningful way. By creating immersive and memorable brandexperiences, brands can leave a lasting impression on consumers and build a strong emotional connection with them. This can lead to increased brand loyalty, positive word-of-mouth, and a higher likelihood of repeat purchases. For example, brands like Red Bull and Airbnb have successfully created unique and engaging brand experiences that have helped them stand out in the market.Furthermore, brand creativity also plays a crucial role in fostering a culture of innovation and creativity within the organization. It involves encouraging employees tothink creatively, take risks, and come up with new and innovative ideas that can contribute to the brand's success. By fostering a culture of creativity and innovation, brands can tap into the diverse perspectives and talents of their employees, leading to fresh and unique ideas that canpropel the brand forward. This can also help the brand stay ahead of the competition and adapt to changing markettrends and consumer preferences. For example, companieslike Google and 3M are known for their strong culture of innovation and creativity, which has led to the development of groundbreaking products and solutions.In conclusion, brand creativity is a critical aspect of building a successful and memorable brand in today's competitive and fast-paced market. It involves thinking outside the box, telling a compelling brand story, creating a distinct visual identity, developing engaging brand experiences, and fostering a culture of innovation within the organization. By embracing brand creativity, brands can differentiate themselves, capture the attention of consumers, and build a strong emotional connection that leads to long-term brand loyalty and success. In a world where consumers are constantly bombarded with messages and choices, brand creativity is essential for standing out and making a meaningful impact.。

为品牌造势英语作文

为品牌造势英语作文下载温馨提示:该文档是我店铺精心编制而成，希望大家下载以后，能够帮助大家解决实际的问题。

文档下载后可定制随意修改，请根据实际需要进行相应的调整和使用，谢谢!并且，本店铺为大家提供各种各样类型的实用资料，如教育随笔、日记赏析、句子摘抄、古诗大全、经典美文、话题作文、工作总结、词语解析、文案摘录、其他资料等等，如想了解不同资料格式和写法，敬请关注!Download tips: This document is carefully compiled by theeditor. I hope that after you download them,they can help yousolve practical problems. The document can be customized andmodified after downloading,please adjust and use it according toactual needs, thank you!In addition, our shop provides you with various types ofpractical materials,such as educational essays, diaryappreciation,sentence excerpts,ancient poems,classic articles,topic composition,work summary,word parsing,copyexcerpts,other materials and so on,want to know different data formats andwriting methods,please pay attention!1. Branding in the Digital Age: Unleashing the Power of Imagination。

农业品牌建设英语作文

Building Agricultural Brands: The Key to Sustainable DevelopmentIn today's globalized world, the agricultural sector plays a pivotal role in economic growth and development. However, with increasing competition and changing consumer preferences, it's crucial for agricultural producers to focus on building strong brands that can differentiate their products and stand out in the market.Agricultural branding not only helps farmers and producers to market their products effectively but also enables them to command a higher price for their produce. By creating a unique identity and story for their products, farmers can connect with consumers on an emotional level and create a sense of loyalty and trust.To build successful agricultural brands, it's essential to identify and capitalize on the unique attributes of the produce. This could be its origin, the farming methods used, or the quality and taste of the product. By highlighting these unique selling points, farmers can create a strong brand image that resonates with consumers.Moreover, agricultural branding requires a consistent effort in terms of marketing and promotion. Farmers should leverage digital platforms, social media, and other marketing channels to reach out to a wider audience and create brand awareness. Collaborating with local communities, chefs, and food influencers can also help in building brand credibility and expanding the customer base.In conclusion, agricultural branding is crucial for sustainable development and economic growth. It helps farmers to differentiate their products, command a higher price, and create a strong emotional connection with consumers. By capitalizing on unique attributes, investing in marketing and promotion, and collaborating with key stakeholders, farmers can build powerful agricultural brands that drive their businesses forward.农业品牌建设：可持续发展的关键在全球化的今天，农业部门在经济增长和发展中扮演着至关重要的角色。

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and carry out our strategy across the globe
It contains 5 categories of brand market fundamentals:
Brand market fundamentals
It contains 5 categories of brand market fundamentals:
To focus on the cost of ownership From asset intensive To less asset intensive
From follow To lead
What dose a great consumer company do?
以客為尊
Understand the importance of Consumer Insight
What Comes To Mind When You See:
What are the characteristics
of a strong brand?
Characteristics of strong brands
•Recognized and credible identities
•Relevant and differentiating b•Ceonnesfiitsstent messages
Build Strong BrandsThrough Consumer Insight（英文版）
Build Strong Brands Through Consumer Insight
Objective
Understand Importance Of Consumer Insight And Brand Building To Your Business
to becoming the worlds’ leading consumer
company for automotive products
Building Strong Brands
• Benefit of consumer insight
• Which brands have compelled you as a consumer? Brands you feel connected to. Brands you want to own. Brands you’re proud to have purchased and to show your friends
•Grow shareholder value
Customer / Products Quadrant
Portfolio Approach To Managing The Business
What Does Transformation Mean?
Move from an internal To an external consumer and shareholder focus
Our Brand Strategy
• Trust The Company • Love Our Brands • Delight In Service We Offer
Brand market fundamentals
Ford has developed some “Brand Fundamentals” that help us manage
•Loyal customers
•Volume and price premiums •Can’t be copied by c•Eommopteiotintoarlsly connect with c•Gornesautmperorsducts and services
Strong brands make பைடு நூலகம்he most money
From bureaucratic Become more nimble and entrepreneurial From manufacture driven To think from a consumer perspective
What Does Transformation Mean?
From focus on cost of production
1. Consumer insight:
Understanding what customer needs and how they relate to our products / services.
worldwide to :
•Connect with potential customers
•Translate consumer needs into competitive advantage
•Build sustained relationships
•Manage portfolio of brands
And
Brand Building
以客為尊
Consumer Insight
• We all touch the consumer
- Directly or indirectly
- Internal customers and external customers
• Putting on a consumer headset is essential
A consumer is someone who has the potential to buy our
product
What is a consumer company?
An enterprise that is continuously gathering unfiltered consumer insights
Vision
Becoming The World’s Leading Consumer Company
What is the difference between a customer and a
consumer
A customer is someone who is already buying our products