Class 2 Flashcards
What does marketing do?
Builds brand and customer relationships that generate:
Sales and profits
For nonprofits, memberships and donation
STP process:
Segment, target, positioning
How does the marketing mix send message?
Product: Quality, design, performance
Price: sends a quality/status message
Place: Channels, accessibility, push vs pull
other functions include:
personal sales
lead generations
customer service
Integrated Marketing Communication:
he practice of coordinating all brand communication messages and messages from the marketing mix decisions.
Integration means every message is focused and works together.
This creates synergy: the whole has more impact than the sum of its parts.
A) Brand definition:
B) Brand meaning:
C) A Brand ‘is’
D) Brand promise
E) Brand position
F) Brand Image
G) Brand Personality
H) Brand Equity
A) a perception, often imbued with emotion, that results from experiences with and information about a company, an organization, or a line of products.”
B)Marketing communication delivers meaning-making cues and images to brands.
C)
a perception loaded with emotions and feelings.
tangible elements such as a trademark or package design.
D)identifies key selling points for the product
E) identifies the location a product or brand occupies in consumers’ minds relative to competitors.
F)is a mental picture or idea about a brand that contains both associations and emotions.
G)humanizes an organization or a brand. It symbolizes the personal qualities of people you know.
H)the intangible value of the brand based on the relationships with its stakeholders as well as its intellectual property value.
Brand value comes in two forms:
Values to customers
Value to the corporationC
Cause Marketing:
marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility,
Word of mouth:
Viral Marketing:
Word-of-mouth communication has emerged because of its inherent persuasiveness.
You tend to believe what you hear from a friend, family member, or other important person in your life.
Viral marketing refers to information spread quickly on the Internet through a wide network of contacts.
Interactive communication is the glue that joins brands and their stakeholders in respectful long-term relationships.
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Permission marketing:
invites consumers to sign up for messages and self-select into a brand’s target market.
This mirrors the shift from one-way to two-way communication.
Contact points:
Touch points:
various ways a consumer comes in contact with a brand.
touch points are contact points that touch emotions.
synergy:
when all the messages work together to create a coherent brand perception.
Brand stewards and IMC planners insist that strategic consistency be at the brand core and clear in every message.
Strategic consistency drives synergy, and synergy drives the brand impression.
brand integrity:
An integrated brand is one that has brand integrity.
It is more believable because what it says and does matches what others say about it.
Being a good corporate citizen adds trust to brand relationships and embellishes a brand’s reputation.
Integration leads to brand integrity.
360 planning:
Spherical branding means that no matter what your angle of vision, the brand always looks the same.
This is called 360° planning. It refers to looking at a brand from all directions and points of view.
what is a campaign plan:
An IMC campaign is a complex set of interlocking, coordinated activities with a beginning and end.
An IMC campaign plan:
outlines objectives and strategies for different but related marketing communications efforts.
uses different marketing communication tools.
conveys different but complementary messages.
