Introduction

Question 1

Two components of Price Discrimination

Answer 1

identifiable segments, enforceable

Question 2

Describe the Brand Equity Effect

Answer 2

Natural response; emotional association with brand

- example: Coca-Cola’s happiness campaign

Question 3

Marketing Mix

Answer 3

Product**
Price
Promotion
Place/Distribution
Service

Question 4

Communication Mix

Answer 4

Direct Sales
Traditional (newspaper, TV, print, radio)
Direct (mail, internet)
P.R.
Events/Stunts

Question 5

Marketing, Planning, and Execution

Answer 5

Analysis –> Strategy –> Action

Question 6

Marketing Concept

Answer 6

consumer needs and wants**

Question 7

Types of Consumer Value

Answer 7

economic value
functional value
experiential value
social value