develop a set of beliefs about the brand: its personality, in order to shape consumer’s attitude or “favorability”
The proprietary combination of names, symbols, and colors that convey visually a brand’s identity.
how products and services move through channel partners to the consumer. A push strategy uses marketing channels, such as trade promotions, to “push” a product or service through to the sales channel.
Marketing strategy where a new product is heavily advertised before its general distribution, to create a pent up demand which draws customers into retail stores when it is made available. See also push promotional strategy.
Arbitrary allocation (what we can afford), competitive parity, percentage of sales, objective and task method
Target Market Considerations, Setting promotional objectives, Determining Promotional budget, Developing promotional mix
High to low price ; Conservative to extreme
Rate of acceptance of Sport Innovation
Nature of the communication networks: mass communication and word of mouth
Push vs. Pull Marketing
In push marketing, the idea is to promote products by pushing them onto people. For push marketing, consider sales displays at your grocery store. On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products.