MARK 3000 Study Guide - Final Guide: Price Discrimination, Predatory Pricing, Premium Pricing

• School: University of Georgia
• Department: Marketing
• Course: MARK 3000
• Professor: Grantham

Document Summary

Test covers chapters 14,17, 18, 19. https://quizlet. com/58720409/fl ashcards. Break even revenue: break even units x sales price. Brand awareness - measures how many consumers in a market are familiar with the brand and what it stands for. A multichannel approach increases the likelihood the message will be received. Aided recall when consumers indicate they know the brand when the name is presented to them. Top-of-mind awareness the highest level of awareness, occurs when consumers mention a specific brand name first when they are asked about a product or service. Ex: if asked about an american made motorcycle, a consumer would respond harley . The customer must want to further investigate the product/service. The ultimate goal of any marketing communication is to drive the receiver to action. Actions could include searching for the product or purchasing the product. Advertising does not always have an immediate impact. It is difficult to determine which exposure led to purchase.