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Definition
| Transmitting, receiving, and processing information. |
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| The person attempting to deliver a message or idea. |
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| The verbal and nonverbal cues that the sender utilizes in dispatching a message. |
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| All of the items that carry a message from the sender to the receiver. |
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Definition
| When the receiver any of his/her senses in an attempt to capture a message. |
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Definition
| The intended audience for a message. |
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| Anything the disrupts or distorts the message. |
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Definition
| Exists when consumers are exposed to hundreds of marketing messages daily. |
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Definition
| Information the sender obtains from the receiver. |
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Term
| Integrated Marketing Communications |
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Definition
| The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on customers, and other end users, at a minimal cost. This affects a firms b-2-b, marketing channel, customer focused, and internally oriented communications. |
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Definition
| Consists of products, prices, places, and promotions. |
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Definition
| Occurs when there is the perception that most products and services are essentially the same. |
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Definition
| The places where customers interact with or acquire additional information about the firm. |
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Definition
| When a firm standardizes it's products and market offerings across countries with the goal of generating economies of scale in production while using the same promotional theme. |
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Definition
| Occurs when products and marketing messages are designed and adapted to individual countries. |
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Definition
| Overall consumer perceptions or end-user feeling toward a company along with it's goods and services. |
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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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Definition
| Items that can easily evoke consensually held meanings within a culture or subculture. |
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Definition
| Names generally assigned to a good or a service, or complementary products. |
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Definition
| When consumers are aware of the brand, have it in their consideration sets, regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to others. |
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Definition
| When a company offers a series or group of products under one brand name. |
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| A set of brand assets that add to the value assigned to a product. |
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Definition
| Measures the returns on brand investments. |
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Definition
| The use of an established brand name by a company or good or service category in which it currently has a brand offering. |
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Definition
| Offering two or more brands in a single marketing effort. |
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Definition
| A form of co-branding in which the name of one brand is placed within another brand. |
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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. |
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Definition
| A form of co-branding in which the marketing of two brands together encourages co-consumption or co-purchases. |
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| Private brands (also known as private labels) |
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Definition
| Proprietary brands market by an organization and normally distributed exclusively within the organizations outlets. |
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Term
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Definition
| The process of creating a perception in the consumer's mind about the nature of a company and it's 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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