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Unit 3.0 & 4.0

Marketing exam review for units 3.0 & 4.0

TermDefinition
Define Brand A design, symbol, term, or word that identifies a company or a product.
Define Competitive Advantage Features of a company that are seen by the target market as superior to others.
Define Brand Identity Elements that are instantly recognizable.
Define Touch Points Every opportunity a business has to connect with customers.
Define Channel A path through which goods and services flow in one direction.
Define Monopoly One seller who dominates many buyers.
Define Oligopoly Where relatively few competitive companies dominate the market.
Define Brand Personality The behavior that your brand creates and maintains an emotional connection.
Define Positioning Developing a specific marketing mix to influence potential customers' overall perception of a brand.
Define Recognition When customers become aware of a brand and know a bit about it.
Define Clientele Customer base.
Define Attitude Research Research based upon feelings and opinion.
Define Media Research Research that measures the effectiveness of advertising.
Define Product Research Research that evaluates product design, packaging, usage, and consumer acceptance.
Define Primary Research It is conducted from scratch.
Define Secondary Research It already exists, has been collected for other purposes.
Define Promotion Any form of communication used to inform, persuade, or remind.
Name 4 types of promotion Advertising Publicity Sales Promotion Personal Selling
Define News-Release Pre-written story about a company given to newspaper.
Define Press-Conference Meeting in which media members are invited to hear newsworthy event info.
Created by: Jhordan
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