Marketing in the digital era
channel - Answers -where a company sells its products (website, retail stores, or
through sales rep)
marketing concepts - Answers -concepts that illustrate how companies engage to
compete, win customers, generate revenue and profit, and build a successful business
market segments - Answers -group customers by specific characteristics or criteria
brand - Answers -an identifiable and differentiated product, service, person, movement,
idea, etc. that is represented by associations including thoughts and identify, among
many others
brand awareness - Answers -being aware of the existence of a brand
brand elements - Answers -sensory manifestations of brand identity including brand
name
brand experience - Answers -the experience the customer has in interacting with a
brand
brand identity - Answers -the way a brand looks and feels as exemplified through a
logo, website, brochures, etc.
branding - Answers -the process of applying concepts, designs, and techniques to a
brand to differentiate it from other brands in the marketplace
brand loyalty - Answers -purchasing or using one brand over another even if there are
cheaper alternatives
brand perception - Answers -what one thinks about a brand, which is usually
characterized as the intersection between the brand promise and the brand experience
brand personality - Answers -a discernible type, trait, or characteristic attributable to a
brand much like a person that helps brand differentiate from the competition and create
relatability for prospects and customers
brand positioning - Answers -creating a unique place to occupy in the minds of
proscpects and customers when they think of a brand
brand preference - Answers -choosing one brand over another
, brand promise - Answers -what a brand promises to deliver to a customer
brand purpose - Answers -the mission or reason a brand exists, goes beyond selling a
product - a cause, social responsibility, or deeper meaning
brand relevance - Answers -ultimate display of brand loyalty; only one relevant choice
and all others are irrelevant
brand storytelling - Answers -expressing the mission, vision, values, and passion of a
brand through a narrative that draws in the audience
categories - Answers -classification of products and services; "soda"
category leader - Answers -brand that is the identifiable leader in its respective category
consumer decision-making process - Answers -steps that a consumer goes through to
make a purchase
Step 1: Awareness - Answers -recognition of a need, problem, or opportunity
Step 2: Research - Answers -information search regarding the need, problem, or
opportunity
Step 3: Consideration - Answers -Evaluation of alternatives, solutions
Step 4: Decision - Answers -the decision to purchase a specific product, service, or
brand
Step 5: Evaluation - Answers -post-purchase evaluation if the solution meets the need,
etc.
marketing communications tactics - Answers -what's used to execute the marketing
strategy; examples include advertising, social media, SEO, etc
subcategories - Answers -classification of products and services within a category
(colas, diet sodas, citrus-flavored sodas, etc)
switching opportunity - Answers -brands try to create opportunities for customers to
switch brands through incentives like trials and coupons with the hope of establishing
brand preference
brand architecture - Answers -how a brand or brand family is delineated: Apple is the
company brand while Macintosh, iPhone, and iPad are product brands
brand equity - Answers -the "ownership" a brand has in the marketplace as measured
by the value of the brand and the collective perception of the brand
channel - Answers -where a company sells its products (website, retail stores, or
through sales rep)
marketing concepts - Answers -concepts that illustrate how companies engage to
compete, win customers, generate revenue and profit, and build a successful business
market segments - Answers -group customers by specific characteristics or criteria
brand - Answers -an identifiable and differentiated product, service, person, movement,
idea, etc. that is represented by associations including thoughts and identify, among
many others
brand awareness - Answers -being aware of the existence of a brand
brand elements - Answers -sensory manifestations of brand identity including brand
name
brand experience - Answers -the experience the customer has in interacting with a
brand
brand identity - Answers -the way a brand looks and feels as exemplified through a
logo, website, brochures, etc.
branding - Answers -the process of applying concepts, designs, and techniques to a
brand to differentiate it from other brands in the marketplace
brand loyalty - Answers -purchasing or using one brand over another even if there are
cheaper alternatives
brand perception - Answers -what one thinks about a brand, which is usually
characterized as the intersection between the brand promise and the brand experience
brand personality - Answers -a discernible type, trait, or characteristic attributable to a
brand much like a person that helps brand differentiate from the competition and create
relatability for prospects and customers
brand positioning - Answers -creating a unique place to occupy in the minds of
proscpects and customers when they think of a brand
brand preference - Answers -choosing one brand over another
, brand promise - Answers -what a brand promises to deliver to a customer
brand purpose - Answers -the mission or reason a brand exists, goes beyond selling a
product - a cause, social responsibility, or deeper meaning
brand relevance - Answers -ultimate display of brand loyalty; only one relevant choice
and all others are irrelevant
brand storytelling - Answers -expressing the mission, vision, values, and passion of a
brand through a narrative that draws in the audience
categories - Answers -classification of products and services; "soda"
category leader - Answers -brand that is the identifiable leader in its respective category
consumer decision-making process - Answers -steps that a consumer goes through to
make a purchase
Step 1: Awareness - Answers -recognition of a need, problem, or opportunity
Step 2: Research - Answers -information search regarding the need, problem, or
opportunity
Step 3: Consideration - Answers -Evaluation of alternatives, solutions
Step 4: Decision - Answers -the decision to purchase a specific product, service, or
brand
Step 5: Evaluation - Answers -post-purchase evaluation if the solution meets the need,
etc.
marketing communications tactics - Answers -what's used to execute the marketing
strategy; examples include advertising, social media, SEO, etc
subcategories - Answers -classification of products and services within a category
(colas, diet sodas, citrus-flavored sodas, etc)
switching opportunity - Answers -brands try to create opportunities for customers to
switch brands through incentives like trials and coupons with the hope of establishing
brand preference
brand architecture - Answers -how a brand or brand family is delineated: Apple is the
company brand while Macintosh, iPhone, and iPad are product brands
brand equity - Answers -the "ownership" a brand has in the marketplace as measured
by the value of the brand and the collective perception of the brand
