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MKTG 430 Ch7
Terms in this set (35)
the knowledge and courtesy of employees and their ability to convey trust and confidence.
making consumers in the target market recognize and remember the brand name.
the value that the brand contributes to a product in the marketplace.
consumers' set of beliefs about a brand, which shape attitudes
the element of a brand that cannot be spoken
the element of the brand that can be vocalized.
a name, design, symbol, or any combination that a sports organization on individual athlete uses to help differentiate its products from the competition.
establishing brand awareness; developing and managing brand image; developing brand equity; and sustaining brand loyalty.
dimensions of service quality
reliability, assurance, empathy, responsiveness, and tangibles.
the caring, individualized attention a firm provides to its customers
tangible, physical products that offer benefits to consumers
idle product capacity
"down time" in which a service provider is available but there is no demand.
a contractual agreement whereby a company may use another company's trademark in exchange for a royalty or fee; also, a practice whereby a sports marketer contracts with other companies to use a brand name, logo, symbol, or characters.
see brand mark. Another words of brand mark
a symbol or design that serves to identify an organization or institution
A graphic symbol for a company, brand, or organization; logo.
Another words of brand mark.
the ability to store or inventory "pure goods," whereby services are lost if not consumed.
the aesthetics, style and function of the sports product
the important attributes or characteristics that, when taken together, create the total product.
a group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer groups, are distributed through the same type of outlets or fall within a given price range
the total assortment of product lines the sports organization sells
consumers' perception of the performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality of a product.
statements indicating the liability of the manufacturer for problems with the product.
quality dimensions of goods
how well a product conforms to specifications related to design and function.
the ability to perform promised service dependably and accurately.
the willingness to help customers and provide prompt service
the ability to separate the quality of a good from the quality of a service
the physical, interactive, and corporate dimensions of a product.
intangible, non- physical products.
a good, a service, or any combination of the two designed to provide benefits to a sports spectator, participant, or sponsor.
receiving the same level of quality over repeat purchase
the ability to see, feel, and touch the product
the physical facilities, equipment, and the appearance of the service personnel
a survey instrument used to evaluate spectators' perceptions of service quality for an NBA team.
identifies that a sports organization has legally registered its brand name or brand mark and thus prevents others from using it.
a consistent preference or repeat purchase of one brand over all others in a product category.
Top of level of branding
Level of branding:
brand awareness> brand image> brand equity> brand loyalty
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