Implementing Market Program Part 2

Question 1

5 M’s of communication

Answer 1

1. Mission
2. Money
3. Message
4. Media
5. Measurement

Question 2

3 Different types of Communication

Answer 2

1. Independent
2. Integrated
3. Dependent

Question 3

Brand visual and function

Answer 3

Could be a written or a graphic
and is for awareness, symbolic meaning, easy to memorize, but takes time to establish

Question 4

Logotype

Answer 4

Company Name (Font, color, spacing, proportions)

Question 5

Symbol

Answer 5

Graphic (not always present)

Question 6

Trademark

Answer 6

Logotype + Symbol

Question 7

Brand Definition

Answer 7

Complex concept, multidimensional, intangible

Question 8

3 Resources to the brand

Answer 8

1. Name
2. Symbol
3. Slogan

Question 9

3 types of motivation for consumer decision making

Answer 9

1. Rational
2. Emotional
3. Combination

Question 10

Brand Pyramid

Answer 10

From the Winery –> Promise –> Relationship –>Differentiation –> Tactics and then we reach the consumer

Question 11

The Promise

Answer 11

It describes the product, service, and experience

promise that the product will be delivered

Question 12

Differentiation

Answer 12

When the winery offers a unique product that the consumer is prepared to pay a higher price for

Question 13

Brand Extension

Answer 13

The value of a brand can be transferred to new products. Can grow number of consumers involved, transfer reputation, but there is a risk of losing coherence

Question 14

Co-Branding

Answer 14

High risk, high reward

Question 15

How the bottle speaks (4)

Answer 15

1. Product Perception: form, color, design
2. Product Connection: Burgundy, Alsace, Bordeaux
3. Function: Conservation, technical use
4. Choice: Utility and costs, tradition, marketing strategy

Question 16

4 types of Experiences

Answer 16

1. Practical
2. Utopic
3. Critical
4. Playful

Question 17

4 experiential contexts

Answer 17

1. Monobrand Shops: Apple
2. Brand’s Firm: Heineken Factory
3. Brand Events
4. Brand’s Website

Question 18

5 Aspects of Experiences

Answer 18

1. Senses: Visual, hearing
2. Feel: Emotional
3. Think
4. Act
5. Relate

Question 19

You can touch Marketing

Answer 19

Emotion for touch is more likely to increase the possibility of sales