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2025-01-05 15:51本頁(yè)面
【正文】 mmediately establish the heritage and trust. 五、 Equity and Brand Names 2. Brand names ? a great deal of equity。 McDonald39。s Soup39。s bottle shape and can color pattern。s。s hot trend or an unfulfilled need ? Discover the purchasing preference ? Seek to identify behavioral patterns 三、 The Retail Environment ? Modern retail establishment choices Typical consumer sees fewer than 100 of these and leaves the store with about fourteen. Individual products present an equally astonishing number of choices The challenge facing the package designer ? Packagethe only medium influence the purchase Consumer and package final confrontation Depending on the information source and the nature of the product About 68 and 80% decisions are made the product shelf. ? Consumer rarely has a specific list Product must convey messages to motivate decision in 7 seconds 三、 The Retail Environment ? Cluttered graphic designs and contradictory messages unseen is unsold. ? Merchandising methods selfserve sales clerks pegboard display shelf display mail order vending machine door to door warehouse outlets department stores specialty stores inspection before purchase ? Merchandising change From the secondchoice economy option to better price. ? Merchandisers UPC codes and puters Power in the hands of retailers tell suppliers what is needed 四 、 Fundamental Messages ? the most important first item of understanding that must be delivered in a flash is : ? What is this? ? customer needs information to make a purchasing decision. With 100 options clamoring for the customer’ s attention, the customer will want to know ? W
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