MGMT 100 Chapter Notes - Chapter 15: Marketing Mix, Brand Loyalty, Brand Equity

• School: UBC Okanagan, UBC OK
• Department: Management
• Course: MGMT 100
• Professor: Ying Zhu

Document Summary

Advertising: paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message. Agents/brokers: marketing intermediaries that bring buyers and sellers together and assist in negotiating an exchange but do not take title to the goods. Blog: an online diary that looks like a web page but is easier to create and update by posting text, photos, or links to other sites. Brand: a name, symbol, or design (or combination thereof) that identifies the goods or services of one seller or group of sellers, and distinguishes them from the goods and services of competitors. Brand equity: the value of the brand name and associated symbols. Brand loyalty: the degree to which customers are satisfied, enjoy the brand, and are committed to further purchase. Brand manager: a manager who has direct responsibility for one brand or one product line; called a product manager in some firms.