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22 Cards in this Set
- Front
- Back
Brand Equity
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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
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Frequency
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Average # of times a target individual is exposed to an advertising
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Reach
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The # of target individuals exposed to the advertising at least once
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Customer brand equity
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The value customers receive from a brand, less the value they receive from a generic product
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Pre-purchase equity
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Value received before purchase
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Post-purchase equity
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Value received after the purchase
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Flanker brand
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A brand introduced to protect an important brand from competition
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Multi-branding
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A brand architecture approach in which the firm uses multiple brands for its entries in various product classes
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Umbrella branding
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A brand architecture approach in which the firm uses a monolithic brand for several products, like a corporate brand.
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Product portfolio
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Describes the set of products that the firm or business units offer
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Growth-share Matrix
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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 |
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Distribution channel breadth
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The # of members at a particular level in the channel system
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Public relations
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Communication that embraces publicity , but its broader - includes other ways of managing the firms image.
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System integrators
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Firms that install, service , and integrate software from many vendors
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Intensive distribution
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A distribution strategy that maximizes the # of outlets
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Exclusive distribution
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A distribution of strategy that focuses on a few well-chosen outlets
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Retail price maintenance
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A distribution practice where suppliers set the prices at which sellers can sell their product
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Tying agreements
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Strong suppliers force re-sellers to sell their entire product line
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Service equipment
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Physical products needed to perform the service
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Communications tipping point
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The level above which communications generate resentment
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Customer relationship management
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The ongoing process of identifying and creating new value with individual customers, and sharing these benefits over a lifetime of association with them
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Factoring
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A process by which the firm sells its accounts receivables for cash
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