Questions and Answers
What is the outcome when a product or service meets the required and desired benefits?
Consumer satisfaction
What is the mental commitment or relation between a consumer and a brand?
Brand loyalty
What is the result of habit or routine buying rather than brand preference?
Repeat purchase
What is the process of buying the same brands again without having a commitment to the brand?
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What is the stage where the consumer chooses a brand and commits to it?
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What is the primary goal of marketing communication?
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What is the process of evaluating alternatives and choosing a new brand for every new purchase?
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What is the result of a product or service surpassing expectations?
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What is the primary objective of increasing brand awareness?
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What is the outcome of a positive brand attitude?
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Which type of product promotion is typically more effective for sharing complex information?
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What is the primary goal of purchase facilitation?
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What type of promotion is characterized by a nonpersonal, indirectly paid presentation of an organization or product?
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What is a key factor influencing brand loyalty?
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Which type of promotion typically involves a two-way flow of communication?
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What is the ultimate goal of creating brand knowledge?
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What is the primary goal of personal selling in product promotion?
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Which type of promotion is more expensive in terms of the cost of reaching one person?
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What is the relationship between brand attitude and brand loyalty?
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What is the primary outcome of purchase satisfaction?
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What type of promotion allows for more customized communication?
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What is the relationship between brand awareness and purchase facilitation?
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Which type of promotion provides more consistent delivery of communication?
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What type of promotion is typically more effective for building brand awareness?
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What is the ultimate goal of Purchase Facilitation?
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What does Category Need refer to in the context of consumer behavior?
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What is the primary objective of Marketing according to the diagram?
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What does Satisfaction refer to in the context of consumer behavior?
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What is the primary role of Brand Awareness in the consumer behavior process?
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What is the relationship between Brand Attitude and Purchase Intention?
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What is the ultimate outcome of Brand Loyalty?
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What marketing strategy is illustrated by the quote 'Most men have a selective memory. They know all about their car, but never seem to know their wife's bra size.'?
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What is the primary purpose of increasing brand awareness?
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What is the outcome of a successful brand attitude strategy?
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What is the role of purchase facilitation in the buying process?
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What is the result of a positive purchase experience?
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What is the ultimate goal of brand loyalty strategies?
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What is the relationship between brand awareness and brand knowledge?
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What is the purpose of the 'rug flip-flops' campaign?
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What is the outcome of the 'rug flip-flops' campaign?
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Study Notes
Brand Satisfaction and Loyalty
- When a product or service meets or exceeds expectations, the consumer will be satisfied and inclined to choose the same brand again.
- Brand loyalty is defined as the mental commitment or relationship between a consumer and a brand.
Types of Brand Loyalty
- Repeat purchase is not the same as brand loyalty; the former is often the result of habit or routine buying.
- There are different types of brand loyalty.
Types of Product Promotion
- Advertisement: any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor (e.g., traditional TV, print ads).
- Personal Selling: two-way flow of communication between buyer and seller, designed to influence the buyer's purchase intentions, typically face-to-face.
- Public Relations: a nonpersonal, indirectly paid (company does not pay for space in mass medium) presentation of an organization, good, or service (e.g., news articles, editorials, product launch announcements).
Purchase Facilitation
- Assuring buyers that there are no barriers hindering the purchase.
- Make people experience the new Silk Collection without even visiting a store.
Purchase Intention
- An intention to buy is often a mediating step between attitude and purchase, especially for high-involvement products.
- Make people experience the new Silk Collection without even visiting a store, resulting in 342 out of 400 people buying a rug or an accessory from the Silk collection.
Satisfaction
- When a consumer buys a product or service, they have certain expectations about the purchase.
- Satisfaction is a key factor in brand loyalty.
Action Stage
- Limited edition (scarcity appeal).
- Product trial = reciprocity.
Communication Objectives
- Set measurable communication objectives.
- Make people experience the new Silk Collection without even visiting a store.
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