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MARK 261
Chapter 2
16
Marketing
Undergraduate 2
01/11/2011

Additional Marketing Flashcards

 


 

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Term
Image
Definition
overall consumer perceptions or end-user feelings toward a company along with its goods and services
Term
Corporate Logo
Definition
the symbol used to identify a company and its brands, helping to convey the overall corporate image
Term
Stimulus Codability
Definition
items that easily evoke consensually held meanings within a culture or subcultures
Term
Brands
Definition
names generally assigned to a good or service or a group of complementary products
Term
Salient
Definition
when consumers are aware of the brand, have it in their consideration sets (things they consider when making purchases), regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to others
Term
Family Brand
Definition
when a company offers a series or group of products under one brand name
Term
Brand Equity
Definition
a set of brand assets that add to the value assigned to a product
Term
Brand Metrics
Definition
measures of returns on brand investments
Term
Brand Extensions
Definition
the use of an established brand name on goods or services not related to the core brand
Term
Flanker Brand
Definition
the development of a new brand by a company in a good or service category in which it currently has a brand offering
Term
Co-Branding
Definition
offering two or more brands in a single marketing effort
Term
Ingredient Branding
Definition
a form of co-branding in which the name of one brand is placed within another brand
Term
Cooperative Branding
Definition
a form of co-branding in which two firms create a joint venture of two or more brands into a new good or service
Term
Complementary Branding
Definition
a form of co-branding in which the marking of two brands together encourages co-consumption or co-purchases
Term
Private Brands (also known as Private Labels)
Definition
proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlets
Term
Positioning
Definition
The process of creating a perception in the consumer's mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, methods of distribution, image, and other factors
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