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469 | CH 11

Terms in this set (21)

aesthetic value
value created by anything in a product or package that is pleasing or that a person likes
attention-drawing value
-value created by anything that makes a product or package stand out from competing brands so that consumers notice the item
cause-related marketing
a program in which a firm ties a marketing program to a charity in order to generate goodwill
customer contact points
places where interactions occur between a company and its customers or prospective customers
enhancement
increasing the value of a favorable event in the eyes of the public
entitling
making sure the company is given credit when favorable events occur
event marketing
a form of marketing in which a company pays money to support a specific event
functional value
in a product or package, the impression created that the item will work properly
green marketing
the development and promotion of products that are environmentally safe
greenwashing
sending out information in corporate documents via the internet in chat rooms on a firm's web site, in public relations press releases, and through advertisements that suggests that a company seeks to become a friend of the environment while in fact it is engaging in exactly the opposite activities
point-of-purchase display
any form of special display that promotes merchandise
sponsorship marketing
the company pays money to sponsor a person, group, or activity
symbolic value
in a product or package, the appearance matches a person's self-image or is emblematic of something else the individual desires or values
methods of external communication
-institutional statements
-product appearance
-business facility
-personal contacts
-marketing communication tactics
-public relations efforts
-image (building events)
roles of product appearance
-aesthetic value
-symbolic value
-functional value
-attention-drawing value
different forms of personal contact
-face-to-face
-telephone
-web
a|d of face to face communication
-lifeblood of repeat business
-consistent customer service
-employee behavior/appearance critical
-cultural differences
a|d of telephone communication
-integral part of business
-first contact with customer
-employees do not possess telephone etiquette
-lack visual cues, body language
a|d of web communications
-steadily increasing
-efficient and cost effective method
-2 components: website/email
-cost savings
a|d of in store displays
-70% of purchase decisions
-instore signage, displays,, and point of purchase
-exterior appearance
a|d of point of purchase displays
-highly effective tool for increasing sales
-avg increase in sales 10%
-trend in digital displays
-manufacturers want to increase brand sales, retailers want to increase basket size
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