7184759
Description
Flashcards by Rafikiel Seyvunde, updated more than 1 year ago
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Created by Rafikiel Seyvunde
over 7 years ago
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| Question | Answer |
| Market Segmentation | A new firm typically has only enough resources |
| Select a target market | most firms target a niche market; represents a narrow group of customers with similar interests. |
| product attribute map | which illustrates a firms positioning strategy relative to its major rivals |
| tagline | a catchy phrase that is consistently used in a firms branding |
| Brand | a set of attributes- positive or negative- that people associate with a company |
| Brand Management | a program which is used to protect the image and value of an or organizations brand in consumers' minds. |
| buzz | creating an awareness and sense of anticipation |
| Brand equity | denotes a set of assets and liabilities that are linked to a brand and enables it raise a firms valuation. |
| Marketing Mix | a set of controllable, tactical, marketing tools that it uses to produce the response it wants |
| Product | a good or service it offers to its target market |
| service | an activity or benefit that is intangible and does not take on a physical form |
| reference account | an early user of a firm's product who is willing to give testimonies regarding his or her experience with the product. |
| cost based pricing | the list price is determined by adding a markup percentage to a products cost |
| Value based pricing | list price is determined by estimating what consumers are willing to pay for a product then backing off a bit to provide cushion. |
| price quality attribution | ? guess |
| Public Relation | one of the most cost-effective ways to increase the awareness of the products a company sells is through PR. Establishing and maintaining a company's image to the public |
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