Retail Mkt-Final Word Scramble
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Question | Answer |
OBJECTIVES OF COMMUNICATION PROGRAMS | Long term and Short term |
LONG-TERM OBJECTIVES | Build brand image and create customer loyalty |
SHORT-TERM OBJECTIVES | Increase traffic and increase sales |
BRAND? | A distinguishing name or symbol that identifies the products/services offered by a seller and differentiates those products/services from those offered by competitors |
VALUE OF BRAND IMAGE | Value to Retailers and Value to Customers |
VALUE TO RETAILERS | BRAND EQUITY: attract customers, build loyalty, higher prices, facilitates entry to new markets |
VALUE TO CUSTOMERS | Promise consistent quality, simplifies buying process,reduces time and effort searching for information about merchandise/retailer |
BUILDING BRAND EQUITY | 1)Create high level of brand AWARENESS 2)Develop favorable ASSOCIATIONS 3)Create EMOTIONAL connections 4)Consistent REINFORCEMENT |
HIGH BRAND AWARENESS | 1)Aided recall (top-mind awareness) 2)Stimulates visits to retailer (unaided recall) |
TOP-OF-MIND BRAND AWARENESS | A)Memorable name B)Repeated exposure C)Event sponsorship D)Symbols |
RETAILERS DEVELOP ASSOCIATIONS WITH THEIR BRAND NAME: | Brand associations-anything linked/connected with he brand name in a consumer's memory: merchandise category, price/quality, specific attribute/benefit, lifestyle/activity |
CONSISTENT REINFORCEMENT | The retailer's brand image is developed and maintained through the retailer's communication mix. |
RETAIL COMMUNICATION MIX | Objectives: Inform, persuade, and remind; Ultimate goal: to generate sales to customer's in the retailer's target market |
INTEGRATED MARKETING COMMUNICATIONS | Present a consistent brand image through all communications with customers: store design, advertising, web-site |
Created by:
clmartinez13
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