Opinion Leader –
Individual whose ideas and behavior serve as a model to others. Opinion leaders communicate messages to a primary group, influencing the attitudes and behavior change of their followers. Therefore, in certain marketing instances, it may be advantageous to direct the communications to the opinion leader alone to speed the acceptance of an advertising message. For example, advertisers may direct a dental floss promotion to influential dentists or a fashion campaign to female celebrities. In both instances, the advertiser is using the opinion leader to carry and "trickle down" its message to influence its target group. Because of the important role opinion leaders play in influencing markets, advertisers have traditionally used them to give testimonials.
6 terms and meaning:
Motive-something (as a need or desire) that causes a person to act.
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• Enhance loyalty and profitability
Create an experience that positively influences usage behavior in a way that reduces the impact on the network while improving profitability
• Take action to improve the customer experience
Develop a prioritized actionable plan to help your entire business improve the customer experience
Strategic Planning- the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
Mission Statement- a statement of the organization’s purpose what is to accomplish in the larger environment.
Example: CFCU company credit union: To provide the highest level of personal financial services in a friendly, professional manner; to encourage thrift, savings and the wise use of credit; to increase the knowledge and ability of our members to manage and control their financial well-being; to provide sound financial management in order to maintain earnings for our continued growth and to provide our employees with a challenging and rewarding career.
What your business or organization is carrying out or what is the purpose of the business.
Market offering- some combination of product, services, information, or experiences offered to a market to satisfy a needs and wants.
Example: Organic Food store business plan-market offering:
The Last Frontier Market will offer customers organic and locally grown produce, chemical- and preservative-free groceries, cruelty-free body care and eco-household products. The products are:
Free of artificial preservatives.
Free of artificial colors.
Free of chemical additives.
Organically grown, whenever possible.
The least processed or unadulterated version available.
Wants- the form human needs take as shaped by culture and individual personality.
Oak Foundation mission statement- it resources to address issue of global social and environmental concern, particularly those that have major impact on the lives of the disadvantaged.