MKTG 3501 Chapter 2: Chapter 2 Key terms:concepts
23 Dec 2018
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Document Summary
Marketing product in use: shows product in use to highlight consumer product benefits and why it is needed in everyday life. Brand image= what the company stands for and how it is known in the marketplace. Tangible elements=what consumers are directly exposed to like name and logo, goods and services sold, package and labels, advertising, employees customer service. Intangible elements= not directly targeted to consumers like corporate culture, ideals, beliefs, conduct, media reports externally. Image management goal is to create a specific impression in consumers minds and positive consumer beliefs about a firm. Strong brand image benefits= positive customer feelings to new products and builds brand loyalty and ability to charge higher prices, positive word of mouth endorsements. Logo name and slogan helps people remember specific brands and associated promotions and ads. Quality logos and brand names are recognizable, familiar, elicit feelings of trust and authenticity and evoke motivations to purchase.
