Marketing prelim 2

decision making unit of a buying organization
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Terms in this set (23)
brand v brandingbrand = story of company branding= story & signal, how the story will reach the customer, strategyways to communicate a brand (from easiest/weakest to hardest/strongest)what & how, who, whymost successful brand can...personify their brand in a charactersteps to create a brand1. plan 2. inside out 3. reinvent old touch points 4.create new touch points 5.unlock word of mouth 6. keep it freshmarket segment characteristicsmeasurability, accessibility, substantiality, actionabilitydegree to which the segment's size and purchasing power can be measuredmeasurabilitydegree to which segments can be assessed and servedaccessibilitydegree to which segments are large or profitable enough to serve as marketssubstantialitydegree to which effective programs can be designed for attracting and serving segmentsactionabilityplacing a brand in that part of the market where it will have a favorable reception compared to competing productspositioningadded value endowed on products & services. can be reflected on how consumers think, feel, act with respect to brandbrand equityideas are gained from internal sources, customers, competitors, distributors, and suppliersidea generationpurpose of screening is to spot good ideas and drop poor ones as soon as possibleidea screening