3.3 Decision making to improve marketing performance Flashcards
What year did Cokes disaster occur
1985
What type of research did Coke do to change their packaging and formula
Primary market research
Why did Coke change their formula in 1985?
As there were complaints of the current formula
Why did the change backfire?
Due to current brand loyalty ad people upset with the new change
What’s price penetration?
Price penetration is where a business tries to increase market share by offering a low initial price. Loss leaders work in a similar way to price penetration.
What did Amazon cut its prices on
Amazon web services
How many times did Amazon cut its web services and between what years?
44 times between 2008 and 2014
In what companies are Amazon in competition within cloud computing
Google
Microsoft
When did Apple release the iPod?
October 2001
How did Apple improve its marketing and branding of the I pod?
Apple released adverts highlighting the distinctive white headphones & made the iPod, and the App Store (Music Store called iTunes back then), look cool.
How does Microsoft’s method of promotion and branding differ from Apple’s?
Microsoft takes an approach which is much more informational than Apple
What,s Netflix emotional branding based on
Its based on customer experience, which depict certain emotions and connection
What 2 companies did Duke University do a study on?
- IBM
- Nike
What did the Duke study show?
The group presented with the Nike logo compared to the IBM logo was much more creative showing the power of marketing
