Your value proposition is your big picture brand promise, the benefit your product or service uniquely provides. Identifying your product’s value proposition: In order to influence perceptions, you need to define and document your product’s value proposition.Much of the discipline of marketing communications focuses on creating stimuli that positively influence consumer perceptions. What role do marketers play in creating physical stimuli that influence perceptions? Marketers can create external stimuli in the form of advertising to identify and communicate determinant attributes, as Pepsi famously did with freshness in the mid-1990s. Alternative evaluation: When evaluating various alternatives, consumers often look to create a list of determinant attributes, the most important attributes that drive purchase of a product or service, and they evaluate each alternative against those determinant attributes.Consumers routinely look to websites, blogs, affiliates and discussion forums for insight into various product options to fulfill the problem they have recognized. Information search: External stimuli created by marketers are a critical component of the information search phase, especially for high involvement or new products.In the case of external stimuli, advertisements that consumers hear and see or discussions with friends or family members can prompt consumers to realize they have an unmet need awaiting fulfillment. Problem recognition: Problem recognition can be triggered by both internal and external stimuli.For example, consider the first three stages of this process: How do stimuli impact consumer decision making?Įxternal stimuli can impact many stages of the consumer decision making process, making it a critical consideration for marketers.
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