Understanding Persuasion in Marketing: Models and Strategies
Session 17: Marketing Models of Persuasion
How do marketers/policy makers persuade consumers?
Answer: Via Marketing Communications (MARCOM) or advertising
What is Persuasion?
Persuasion: A change in opinion, attitude, or behavior due to MARCOM exposure.
Elaboration Likelihood Model
This model explains “how much we/consumers are likely to elaborate/think” about a persuasive message.
- Central Route of Persuasion: Requires more thought/elaboration.
- Peripheral Route of Persuasion: Requires less thought/elaboration.
Innovation: A Comprehensive Guide to Creating and Delivering Customer Value
Innovation
Innovation is defined as the creation and delivery of new customer value in the marketplace with a sustainable business model for the enterprise producing it. This definition takes us far beyond ideas and creativity to an organization-wide, managed process.
Important Needs
Work on important customer and market needs, not just what is interesting to you.
Value Creation
Use the tools of value creation to create customer value fast.
Innovation Champions
Be an innovation champion to drive the value-
Read MoreAircraft Maintenance: Abnormal Events, Inspections, and Procedures
Abnormal Events and Inspections
These are events that occur outside the normal care and use of aircraft that may affect airworthiness. Some of these abnormal events could be lightning strikes, hard or overweight landings, severe turbulence, fire damage, and flood damage.
Lightning Strikes: When lightning strikes an aircraft, the electrical current must be conducted through the structure and dissipated in controlled places such as static dischargers. A visual inspection of the structure for evidence
Read MoreA Comprehensive Guide to Production Management
Production Management
Objectives
Primary
- Manufacturing cost
- Product quality
- Manufacturing schedule
Secondary
- Machinery and equipment
- Materials
- Manpower
- Manufacturing services
Scope
A) Long-Term Decisions
- Product selection and product design
- Plant location
- Plant layout
- Capacity planning
B) Short-Term Decisions
- Production planning and control
- Inventory control
- Quality control
- Method study
- Maintenance and replacement
- Cost reduction and control
Functions
- Production planning
- Production control
- Quality control
- Method analysis
- Inventory
Software Engineering: A Comprehensive Overview
What is Software?
Software refers to computer programs and their associated documentation. Software products can be developed for specific customers or for a general market.
Attributes of Good Software
Good software should possess the following attributes:
- Deliver the required functionality and performance to the user.
- Be maintainable, allowing for updates and modifications.
- Be dependable, ensuring reliability and stability.
- Be usable, providing a user-friendly experience.
What is Software Engineering?
Software
Read MoreCommercial Management in Ports: Strategies and Best Practices
Commercial Management
Commercial management answers questions like who, where, when, and how resources are effectively used. It involves:
- Control and organization of resources
- Interaction with other commercial activity groups
- External environment and organizational competencies
- Control and organization of commercial and marketing activities
- Client relationship
- Sales force management
Commercial Model
- Mission and criteria of commercial performance
- Relationship and management mechanisms
- Commercial competencies