MKT 100 Chapter 54: 54

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

The better crm programs attempt to maintain some continuous contact with loyal customers by sending them birthday cards or having a personal sales associate contact them to inform them of special events and sales. Adding value 10. 1 illustrates how diffi cult it is to build a brand from scratch, especially in a global setting. Brands can be owned by any fi rm in the supply chain, whether manufacturers, wholesalers, or retailers. There are three basic brand ownership strategies: manufacturer or national brands, private label or store brands, and generic brands. (see exhibit 10. 6. ) Manufacturer brands are owned and managed by the manufacturer, are also known as national brands, and include nike, mountain dew, The majority of the brands marketed in the united. Manufacturing fi rms spend millions of dollars each year to promote their brands. million in media expenditures annually to promote its tide brand of liquid and powdered detergents.