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RMAR
ch16
| Question | Answer |
|---|---|
| brand | distinguishing name or symbol, such as a logo, that identifies the products or services offered by a seller and differentiates those products and services from the offerings of competitors |
| brand equity | value that a brand image offers retailers |
| brand awareness | refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retail or product/service |
| 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 abut the type of retailer, a merchandise category, or a type of service |
| brand associations | anything linked to or connected with the brand name in a consumer's memory |
| brand image | consists of a set of associations that are usually organized around some meaningful themes |
| integrated marketing communication programs | program that integrates all of the communication elements to deliver a comprehensive, consistent message |
| advertising | form of paid communication to customers using impersonal mass media such as newspapers, TV, radio, direct mail, and the internet |
| sales promotions | offer extra value and incentives to customers to visit a store or purchase merchandise during a specific period of time |
| special event | sales promotion program comprising a number of sales promotion techniques built around a seasonal, cultural, sporting, musical, or other event |
| contests | promotional games of skill or chance |
| store atmosphere | refects the combination of the store's physical characteristics, such as its architecture, layout, signs and displays, colors, lighting, temperature, sounds, and smells, which together create an image in the customer's mind |
| personal selling | a communication process in which salespeople help customers satisfy their needs through face-to-face exchanges of information |
| another paid personal communication vehicle that involves sending messages over the internet | |
| direct mail | refers to any brochure, catalog, advertisement, or other printed marketing material delivered directly to the consumer through the mail or a private delivery company |
| m-commerce (mobile commerce) | involves communicating with and even selling to customers through wireless handheld devices, such as cellular telephones and personal digital assistants (PDAs) |
| publicity | communication through significant, unpaid presentations about the retailer, usually a news story, in impersonal media |
| word of mouth (WOM) | communication between people about a retailer |
| social shopping | communication channel in which consumers use the internet to engage in the shopping process by exchanging preferences, thoughts, and opinions among friends, family, and others |
| communication objectives | specific goals related to the retail communication mix's effect on the customer's decision-making process |
| shelf takers | signs on shelves providing information about the merchandise and its price |
| marginal analysis | based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of additional contribution |
| objective-and-task method | determines the budget required to undertake specific tasks to accomplish communication objectives |
| rule-of-thumb methods | use past sales and communication activities to determine the present communication budget |
| affordable budgeting method | retailers first forecast their sales and expenses, excluding communication expenses, during the budgeting period |
| percentage-of-sales method | sets the communication budget as a fixed percentage of forecast sales |
| competitive parity method | communication budget is set so that the retailer's share of its communication expenses equals its share of the market |
| high-assay principle | allocating a budget to areas that will yield the greatest return |
Created by:
danicita3387
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