Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
22 Cards in this Set
- Front
- Back
|
Brand Equity
|
A set of brand assets and liabilities linked to a brand. Its name and symbol that add to the value provided by a product or service
|
|
|
Frequency
|
Average # of times a target individual is exposed to an advertising
|
|
|
Reach
|
The # of target individuals exposed to the advertising at least once
|
|
|
Customer brand equity
|
The value customers receive from a brand, less the value they receive from a generic product
|
|
|
Pre-purchase equity
|
Value received before purchase
|
|
|
Post-purchase equity
|
Value received after the purchase
|
|
|
Flanker brand
|
A brand introduced to protect an important brand from competition
|
|
|
Multi-branding
|
A brand architecture approach in which the firm uses multiple brands for its entries in various product classes
|
|
|
Umbrella branding
|
A brand architecture approach in which the firm uses a monolithic brand for several products, like a corporate brand.
|
|
|
Product portfolio
|
Describes the set of products that the firm or business units offer
|
|
|
Growth-share Matrix
|
BCG's portfolio analysis system:
Cash cows -High market shares in low growth markets Dogs - Low market shares in low growth markets ?, Lottery tix, wildcats - Low market shares, high growth |
|
|
Distribution channel breadth
|
The # of members at a particular level in the channel system
|
|
|
Public relations
|
Communication that embraces publicity , but its broader - includes other ways of managing the firms image.
|
|
|
System integrators
|
Firms that install, service , and integrate software from many vendors
|
|
|
Intensive distribution
|
A distribution strategy that maximizes the # of outlets
|
|
|
Exclusive distribution
|
A distribution of strategy that focuses on a few well-chosen outlets
|
|
|
Retail price maintenance
|
A distribution practice where suppliers set the prices at which sellers can sell their product
|
|
|
Tying agreements
|
Strong suppliers force re-sellers to sell their entire product line
|
|
|
Service equipment
|
Physical products needed to perform the service
|
|
|
Communications tipping point
|
The level above which communications generate resentment
|
|
|
Customer relationship management
|
The ongoing process of identifying and creating new value with individual customers, and sharing these benefits over a lifetime of association with them
|
|
|
Factoring
|
A process by which the firm sells its accounts receivables for cash
|
