M1S1: Role Of IMC In The Marketing Process 3 Flashcards
More than just a physical object; it is a
bundle of benefits or values that satisfy the needs of
consumers
Product
The meaning that a product or
brand has to consumers.
Product Symbolism
is about building and maintaining a
favorable identity and image of the company and/or
its products or services in the mind of the consumer.
Branding
The combination of the name, logo,
symbols, design, packaging, image, and associations
held by consumers toward a brand.
Brand Identity
The intangible asset of added value or
goodwill that results from the favorable image,
impressions of differentiation, and/or the strength of
consumer attachment of a company name, brand
name, or trademark.
Brand Equity
communicate info on how to use the
product, divulge its composition and content, and
satisfy any legal requirements regarding disclosure
Package
The ___________ refers to what the consumer must
give up to purchase a product or service.
price variable
Product Decisions basis
Product
Product Symbolism
Package
Branding
Brand Equity
Price Decisions basis
price variable
The set of interdependent
organizations involved in the process of making a
product or service available to customers.
Marketing Channels
A marketing channel where a
producer and ultimate consumer interact directly with
one another. (selling expensive and complex
products)
Direct Channels
A marketing channel where
intermediaries such as wholesalers and retailers are
utilized to make a product available to the customer.
Indirect Channels
Distribution channel decision basis
Marketing Channels
Indirect Channels
Direct Channels
A strategy in which
advertising and promotional efforts are targeted to the
trade to attempt to get them to promote and sell the
product to the ultimate consumer. (they can make a
profit out of it)
Promotional Push Strategy
Advertising targeted to
wholesalers and retailers.
Trade Advertising
