ch 8 marketing notes

Question 1

what are the three different brand images

Answer 1

1. brand name
2. logo/ trademark
3. slogan

Question 2

what are the three forms that logos can take

Answer 2

1. monogram
2. visual symbols
3. abstract symbols

Question 3

what is a monogram (logo)

Answer 3

the companies initals styled

Question 4

what is a visual symbol (logo)

Answer 4

drawings of people, animals, or things

Question 5

what is an abstract symbol (logo)

Answer 5

Non-representational shapes with visual communication

Question 6

what does the product life cycle do

Answer 6

• can look at the sales
  –> keeps notes of the sales
  –> compares sales to other competitors
• shows the consumers thoughts and reactions of the product

Question 7

The 4 Ps

Answer 7

1. product
2. promotion
3. price
4. place

Question 8

product

Answer 8

the design features

Question 9

promotion

Answer 9

How the company makes more consumers want the product

Question 10

price

Answer 10

price of the product (compares to other competition)

Question 11

place

Answer 11

places the consumer will get the product (channels of distribution)

Question 12

the two cs

Answer 12

1. constumers
2. competitors

Question 13

indirect competition

Answer 13

products or services are unrelated, they are still available for the consumer to purchase in any order

Question 14

direct competition

Answer 14

Similar products with slight differences for consumer selection

Question 15

consumer market

Answer 15

depends on what the age, gender, family, income, culture is for the consumer