Monday, June 9, 2008

A Self Explaining Marketing Tools Mix

A few words on the vertical axe may help:

Category need: convince the prospect/customer they need your category of products (ex. headsets)
Brand awareness: make sure the prospect/customer is aware your company/brand offers products in the category he/she is looking for
Brand knowledge: inform the prospect/customer about the advantages of your product/brand vs. the competition
Brand attitude: prospect/customer will generate a positive or negative feeling for your product/brand
Intention: the prospect/customer wants to buy your product/brand
Behavior: the customer bought your product/brand
Satisfaction: the customer is pleased with your product/brand and will recommend to others

Marketing Tools Mix
Green: great tool
Orange: neutral
Red: bad tool

This matrix was originally published by Floor & Van Raaij.