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Definition
| The combination of the marketing 'tactics': product, price, place (distribution) and promotion. |
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Term
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Definition
| the elements that combine to make an organisation's marketing communications strategy: advertising, sales promotion, personal selling, direct marketing and public relations. |
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Term
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Definition
| trade name: a name given to a product or service, something recognizable, provides quality assurance. |
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Term
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Definition
The value a customer places on a branded product or service. It is the qualitative sum of everything that a customer thinks:
1. research current brand image.
2.decide what makes the brand unique. 3.communicates brands uniqueness.
4.spend heavily on advertising.
5.make domination the goal.
6.deliver on uniqueness. |
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Term
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Definition
used to be one of the 4 p's of marketing.
-marketers and lawyers fight to meet legal requirements.
-provide another marketing oppurtunity.
-must be legible. |
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Term
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Definition
| the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. (factors- proces, images, quality of product,methods of distribution, etc.) |
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Term
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Definition
| one of the evualations of alternatives for potential products that the consumer has to choose from within the purchasing decision-making process. |
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Term
| the four stages of the IMC system |
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Definition
INTEGRATION TOOLS: internet marketing IMC for small business and entreprenurial ventures. evaluating and intregrated marketing program.
PROMOTIONAL TOOLS: trade promotions consumer promotions personal selling,database marketing, and customer relations management. public relations and sponsership programs.
ADVERTISING TOOLS:
advertising management,
advertising design: theoretical frameworks and types of appeals.
advertising design: message strategies and executional frameworks.
advertising media selection.
THE FOUNDATION: Corporate image and brand management elements. buyer behaviors promotions oppurtunity analysis. |
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Term
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Definition
SENDER- the manufacturer.
ENCODING-advertisments created for various media outlets.
TRANSMISSION DEVICES- the ad is released.
DECODING-message is recieved. customers hear/see ad.
RECIEVERS-decode or understand the message as it was intender by the sender.
NOISE- anything that disorts or disrupts a message.
FEEDBACK- purchases,inquiries,complaints,questions, visits to the store, and hits to the website. |
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Term
Components of corporate image
(pg.30) |
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Definition
TANGIBLE:
1.Goods and services sold.
2.retail outlets where the product is sold.
3.factories where the product is produced.
4.advertising,promotions, and other forms of communications.
5.corporate name and logs.
6.pakages and labels
7.employees.
INTAGABLE:
1.corporate, personnel, and enviromental policies.
2.ideals and beliefs of corporate personnel.
3.culture of country and location of company.
4.media reports |
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Term
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Definition
| overall consumer perceptions or end-user feelings towards a company along with its goods and services. |
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Term
| Benefits of right corporate image |
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Definition
1.allows manufactures to charge more for products. 2creates higher gross margins. 3. provides power with retailers and wholesalers.
4. captures additional retail shelf space.
5. serves as a weapon against consumers switching due to sales promotions.6. prevents erosion of market share. |
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Term
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Definition
| the symbol used to identify a company and its brands, helping to convey the overall corporate image. |
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Term
| consumer decision process |
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Definition
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Definition
| a mental position taken toward a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors. |
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Term
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Definition
| the group of indivuals who make a purchase decision on behalf of business. |
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