Video: Value in Branded Eyewear

Many consumers pay a premium price for branded eyewear. How does the brand name influence the price and value? The following video shows the mechanics behind these brands and considers the impact on price.

You can view the transcript for “Expensive Glasses” (opens in new window).

LICENSES AND ATTRIBUTIONS

Value in Branded Eyewear. Provided by: Lumen Learning. License: CC BY: Attribution

Expensive Glasses. Provided by: BBC. Located at: https://youtu.be/XvDCqn7MrvM. License: CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives

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Marketing Defined

Marketing Defined

Marketing in Action

Marketing in Action

The Marketing Concept

Marketing and Customer Relationships

Marketing and Customer Relationships

How Organizations Use Marketing

How Organizations Use Marketing

Value of Marketing

The Value of Marketing

Questions

Glossary

Marketing Function

Importance of Customer

Why Customers Matter?

Segmentation and Targeting Introduction

Defining Your Target Market

Communicating the Value Proposition

Value for the Customer

Communicating the Value Proposition

Evaluating Value Proposition Examples

Value Proposition Examples

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Marketing Mix

Defining the Marketing Mix

Components of the Marketing Mix

Using the Marketing Mix

Finding the Right Marketing Mix

Chobani Case

Role of Marketing Plan

The Role of the Marketing Plan

Marketing Function

Analyzing Marketing Efforts

Module 2 Assignment: Submit Marketing Plan Template

Questions

Glossary

Segmentation and Targeting

Segmentation and Targeting Rationale

The Purpose of Market Segmentation and Targeting

Common Segmentation Approaches

Segmentation Criteria and Approaches

Segmentation Decisions

Choosing a Segmentation Approach and Target Segments

eHarmony Targets Women Case

Targeting and Marketing Mix

Targeting Strategies and the Marketing Mix

Case Study: Red Bull Wins the “Extreme” Niche

Segmentation and Targeting

Questions

Glossary

Marketing Strategy

Evaluate Alignment of Marketing Strategies

What Is Strategy?

Strategy and Tactics

The Mission Statement

Strategy and Objectives

Marketing Strategy Mechanics

Creating the Marketing Strategy

Optimizing the Marketing Mix

Implementation and Budget

Evaluating Marketing Results

Strategic Planning Tools

SWOT Analysis

BCG Matrix

Strategic Opportunity Matrix

Examples of Corporate Strategies

Market Penetration Example

Market Development Example

Product Development Example

Diversification Example

Customer Relationships

Customer-Relationship Strategies

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Marketing Strategy

Marketing Plan, Part I

Questions

Glossary

Ethics and Social Responsibility