Exam 2: Brand Communication

Refer to the passage below to answer the following questions. Gore-Tex is a revolutionary material that is used in several types of outer- and athletic-wear that can keep consumers warm and dry in the winter but also cool in the summer. It is lighter and stronger than other types of materials, such as wool or cotton, and costs more. However, many consumers of these products were not aware of the advantages of Gore-Tex when comparing products and were put off by the very high price. To change this, Gore-Tex hired an advertising agency to assist in creating a special meaning for the brand and to communicate the advantages to end-user consumers. Gore-Tex also worked with the manufacturers of the products into which Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex is used in their products. -Manufacturers of apparel products using Gore-Tex include that information on their product labels as well as in their advertising.What is this known as,and why do these manufacturers do this?

Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker.Which marketing mix element does this strategy illustrate?

Which marketing communication tool uses face-to-face contact between the marketer and a prospective customer?

Describe the evolution of Procter & Gamble's Ivory soap.How does it illustrate the concept of branding?

What term is used to mean a place or a particular type of buyer?

________ refers to how consumers see a brand relative to the other brands in the product category.

The complex network of vendors that produce components and ingredients which are then sold to the manufacturer is known as the ________.

The phrase "clicks or bricks" refers to whether a product is sold online or in a traditional store.

The four tools of product,price,place,and promotion are collectively referred to as the ________.

How are the ideas of buzz and viral marketing related?

How does integrated marketing communication (IMC)build brand identity?

________ markets consist of companies that buy products or services to use in their own businesses or in making other products.

The process of assessing whether there are identifiable groups within the market whose needs and wants intersect with the product and its features is known as point of differentiation.

Parity products are those that have ________.

During the 2003 World Cup,which was held in Japan and South Korea,Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world.Puma also discretely announced the sponsorship in its company-branded chopsticks,sake cups,and napkins.At the same time,Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot,holding weekend sushi-making events at the home furnishings store.Which marketing mix element does this strategy illustrate?

Which pricing strategy uses marketing communication to manipulate the customer's judgment of value?

Harpo Enterprises maintains OWN (the Oprah Winfrey Network),a website,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain ________ in design and tone.

Brand ________ programs offer customers rewards for repeat business.

Package goods are most closely associated with the business-to-business markets.

A company that takes a ________ approach to international marketing tries to make accommodations in its marketing mix for cultural differences.