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| allow customers to find nearby restaurants, services, etc. |
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| “4P’s” Product, price, place (distribution), promotion |
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| the process whereby commonness of thought is established and meaning is shared between individuals or between organizations and individuals |
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| is human activity directed at satisfying (customer) needs and wants though exchange processes |
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| represents the collection of all elements shared in an organizations marketing mix that facilitate exchange by establishing shared meaning with its customers. Can be intentional (advertising and sales promotions) and unintentional (a product feature, package cue, store location, or price) |
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| paid form of non-personal communication of ideas, goods, or services by an identified sponsor |
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| is an organizational activity involved with fostering goodwill between a company and its various publics |
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| non-personal communication to a mass audience |
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| all promotional activities that attempt to simulate short-term buyer behavior |
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| is paid, person-to-person communication in which a seller determines needs and wants of prospective buyers and attempts to persuade these buyers to purchase the companies products and services |
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| represents and interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location |
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| is the promotion of product or service over the internet |
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| forms of electronic communication through which user-generated content (information, ideas, videos) can be shared within the social networks |
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| the coordination of the promotional mix elements (advertising, PR, publicity, sales promotions, personal selling, direct marketing, online marketing, social media marketing) with each other and with the other elements of the brands’ marketing mix (product, price, place) such that all elements speak with one voice |
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| the key idea that encapsulates what a brand is intended to stand for in its target market’s mind then consistently delivers the same idea across all medial channels |
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| an enduring link between a brand and its customers (lead to repeat purchasing and, ideally, loyal toward a brand |
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| (example: free razor with shaving cream) |
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| (example: free towel with detergent) |
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| Target Market Commonality |
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| (example: free toy trinket in a box of ready-to-eat children’s cereal) |
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| (example: free sunglasses given away with pizza) |
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| A name, term, signs, symbol, or design intended to identify the goods and services of one seller or group of sellers and differentiate them from those of the competition |
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| The Goodwill that an established brand has built over its existence |
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| The revenue differential between a branded item and a corresponding private-labeled item |
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| : the specific meaning that brand managers create and communicate to the target market. This is accomplished by appeals to functional, symbolic, and experiential needs |
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| the analysis, planning, implementation, and control of a brand concept throughout the life of a brand. |
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| functional needs (solving problems) |
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| products that attempt to fulfill the consumer’s consumption-related problems |
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| Symbolic needs (associating the brand with symbolic objects) |
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| directed at consumers’ desire for self-enhancement, role position, group membership, and belongingness |
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| Experiential needs (sensory pleasures, personal experience) |
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| products that provide sensory pleasure, variety, and/or cognitive stimulation. |
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| A partnership between two brands |
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| Inclusion of one brand within the other |
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| An innovation’s degree of perceived difficulty |
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| The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment |
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| The degree to which the positive effects of new-product usage can be observed by users and other |
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| 20 years, not renewable, can renew improvements |
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| Must be in a tangible medium (e.g., music that is scored: sheet music)o Life of author plus 70 years; $35 (online), form, 2 copies |
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| 10 year renewable periods; $275-$325 electronic processing fee |
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| Federal Trade Commission (FTC) |
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| the U.S government agency that has primary responsibility for regulating matter such as deceptive and unfair business practices |
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| Primary FDA Marketing Communications Coverage |
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| all package claims and labeling; all prescription drug claims/ packaging |
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| Primary FTC Marketing Communications Coverage |
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| all promotion/advertising claims; all environmental claims/packaging; online marketing claims |
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| A firm that misleads consumers should have to use further advertisements to rectify and deceptive impressions it has created in consumers’ minds |
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| (companies suing one another in federal court over false claims – must have extrinsic evidence in the case of implied claims) |
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| The National Association of Attorney General (NAAG) |
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| includes attorneys general from all 50 states (Note: major case – 1998 master settlement agreement and restrictions with tobacco industry) |
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