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Building Brand Equity (Philip Kotler Summary)

Marketers aim at building a consistent image of the brand across all touch point of the consumer. The touch points may or may not...

Traditional Marketing Mix – The 4 Ps of Marketing

What is the Traditional Marketing Mix ? The Traditional Marketing Mix model (also known as the 4 P's) can be used by marketers as a...

Aaker Model – Defining Brand Identity (Philip Kotler Summary)

Given By: Former UC-Berkeley marketing professor David Aaker Aaker views brand equity as a set of five categories of brand assets and liabilities linked to...

Brand Asset Valuator Model – BAV Model to measure Brand Equity...

Brand Asset Valuator – BAV Model to measure Brand Equity (Philip Kotler Summary) Advertising agency Young and Rubicam (Y&R) developed a model of brand equity...

Defining Brand Equity (Philip Kotler Summary)

Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with...

Role of Brands and Scope of Branding (Philip Kotler Summary)

Role of Brands The American Marketing Association defines a brand as "a name, term, sign, symbol, or design, or a combination of them, intended to...

Personal Factors Effecting Consumer Behaviour (Philip Kotler Summary)

PERSONAL FACTORS EFFECTING CONSUMER BEHAVIOUR : Age/Life cycle stage. Occupation. Economic circumstances. Life style. Personality/ Self concept. Age/ Life Cycle Stage: Buyer’s choice in many products related to age & family life...

Social Factors Influencing Consumer Behaviour (Philip Kotler Summary)

Social Factors are made up of : Reference groups Family Roles/ Status Reference Groups: -          A person’s reference group consist of all the groups that have a direct/ indirect...

Cultural Factors Effecting Consumer Behaviour (Philip Kotler Summary)

Culture: - Most fundamental determinant of a person’s wants & behaviour. - Defined by- Value Systems. Perceptions. Preferences. Behaviour.   - Manifest through our approach to Achievement/ Success. Activity. Freedom. Efficiency/ Practicality. Progress. Material comfort. Humanitarianism/ Spiritualism.   - The various...

Understanding Consumer Behaviour (Philip Kotler Summary)

Stimulus Response Model Decision:                                                                     Product Choice. Brand Choice. Dealer Choice. Purchase Timing. Purchase Amount. Marketing Structure: Product. Price. Place. Promotion. Other Structure: Economic. Technological. Political. Cultural. Buyer’s Character: Social. Cultural. Personal. Psychological. Buyer’s Decision Process: Problem recognition. Information search. Evaluation. Decision. Post-Purchase behaviour. Factors Influencing Buying Behaviour: Cultural: Culture. Sub – culture. Social class. Social: Reference groups. Families. Roles/...