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17 Cards in this Set
- Front
- Back
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Brand name
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The part of a brand that can be spoken, including letters, words, and numbers
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Brand mark
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The part of a brand that is not made up of words, such as a symbol or design.
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trademark
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a legal designation of exclusive use of a brand.
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trade name
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the full legal name of an organization.
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brand recognition
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the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable.
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brand preference
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the degree of brand loyalty in which a customer prefers one brand over competitive offerings.
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brand insistence
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The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.
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brand equity
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The marketing and financial value associated with a brand's strength in a market.
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service
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An intangible result of the application of human and mechanical efforts to people or objects.
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intangibility
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the characteristics that a service is not physical and cannot be perceived by the senses.
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perishability
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the inability of unused service capacity to be stored for future use.
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heterogeneity
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variation in quality.
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experience qualities
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attributes that can be assessed only during purchase and consumption of a service.
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credence qualities
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attributes that customers may be unable to evaluate even after purchasing and consuming a service.
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marketing channel
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a group of individuals and organizations that direct the flow of products from producers to customers within the supply chain.
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supply chain
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all the activities associated with the flowing and transformation of products from raw materials through to the end customer.
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What Marketing channel section is affected by
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-Customer Characteristics
-Product attributes -Type of organization -Competition -Marketing environmental forces -Characteristics of intermediaries. |
