Marketing Concepts: Brand Loyalty
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Questions and Answers

What is the outcome when a product or service meets the required and desired benefits?

  • Consumer satisfaction (correct)
  • Purchase facilitation
  • Brand loyalty
  • Brand awareness

    • What is the mental commitment or relation between a consumer and a brand?

  • Brand awareness
  • Purchase intention
  • Brand attitude
  • Brand loyalty (correct)

    • What is the result of habit or routine buying rather than brand preference?

  • Repeat purchase (correct)
  • Brand awareness
  • Purchase facilitation
  • Brand loyalty

    • What is the process of buying the same brands again without having a commitment to the brand?

    <p>Low-involvement, fast-moving packaged goods</p> Signup and view all the answers

    What is the stage where the consumer chooses a brand and commits to it?

    <p>Brand loyalty</p> Signup and view all the answers

    What is the primary goal of marketing communication?

    <p>To set measurable communication objectives</p> Signup and view all the answers

    What is the process of evaluating alternatives and choosing a new brand for every new purchase?

    <p>High-involvement, slow-moving packaged goods</p> Signup and view all the answers

    What is the result of a product or service surpassing expectations?

    <p>Consumer satisfaction</p> Signup and view all the answers

    What is the primary objective of increasing brand awareness?

    <p>To establish a category need</p> Signup and view all the answers

    What is the outcome of a positive brand attitude?

    <p>Brand purchase intention</p> Signup and view all the answers

    Which type of product promotion is typically more effective for sharing complex information?

    <p>Personal Selling</p> Signup and view all the answers

    What is the primary goal of purchase facilitation?

    <p>To facilitate the purchase process</p> Signup and view all the answers

    What type of promotion is characterized by a nonpersonal, indirectly paid presentation of an organization or product?

    <p>Public Relations</p> Signup and view all the answers

    What is a key factor influencing brand loyalty?

    <p>Purchase satisfaction</p> Signup and view all the answers

    Which type of promotion typically involves a two-way flow of communication?

    <p>Personal Selling</p> Signup and view all the answers

    What is the ultimate goal of creating brand knowledge?

    <p>To influence brand purchase intention</p> Signup and view all the answers

    What is the primary goal of personal selling in product promotion?

    <p>To influence buyer's purchase intentions</p> Signup and view all the answers

    Which type of promotion is more expensive in terms of the cost of reaching one person?

    <p>Personal Selling</p> Signup and view all the answers

    What is the relationship between brand attitude and brand loyalty?

    <p>A positive brand attitude leads to brand loyalty</p> Signup and view all the answers

    What is the primary outcome of purchase satisfaction?

    <p>Brand loyalty</p> Signup and view all the answers

    What type of promotion allows for more customized communication?

    <p>Personal Selling</p> Signup and view all the answers

    What is the relationship between brand awareness and purchase facilitation?

    <p>Brand awareness leads to purchase facilitation</p> Signup and view all the answers

    Which type of promotion provides more consistent delivery of communication?

    <p>Advertisement</p> Signup and view all the answers

    What type of promotion is typically more effective for building brand awareness?

    <p>Advertisement</p> Signup and view all the answers

    What is the ultimate goal of Purchase Facilitation?

    <p>To ensure a smooth Purchase process</p> Signup and view all the answers

    What does Category Need refer to in the context of consumer behavior?

    <p>A consumer's need for a specific product or service</p> Signup and view all the answers

    What is the primary objective of Marketing according to the diagram?

    <p>To facilitate Purchase</p> Signup and view all the answers

    What does Satisfaction refer to in the context of consumer behavior?

    <p>A consumer's experience of a product or service meeting their expectations</p> Signup and view all the answers

    What is the primary role of Brand Awareness in the consumer behavior process?

    <p>To inform consumers about a brand's existence</p> Signup and view all the answers

    What is the relationship between Brand Attitude and Purchase Intention?

    <p>A positive Brand Attitude leads to a positive Purchase Intention</p> Signup and view all the answers

    What is the ultimate outcome of Brand Loyalty?

    <p>Repeat purchases of a brand</p> Signup and view all the answers

    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.'?

    <p>Humor appeal</p> Signup and view all the answers

    What is the primary purpose of increasing brand awareness?

    <p>To facilitate purchases</p> Signup and view all the answers

    What is the outcome of a successful brand attitude strategy?

    <p>Purchase intention</p> Signup and view all the answers

    What is the role of purchase facilitation in the buying process?

    <p>To make purchasing easier</p> Signup and view all the answers

    What is the result of a positive purchase experience?

    <p>Purchase satisfaction</p> Signup and view all the answers

    What is the ultimate goal of brand loyalty strategies?

    <p>To facilitate repeat purchases</p> Signup and view all the answers

    What is the relationship between brand awareness and brand knowledge?

    <p>Brand awareness leads to brand knowledge</p> Signup and view all the answers

    What is the purpose of the 'rug flip-flops' campaign?

    <p>To create brand awareness</p> Signup and view all the answers

    What is the outcome of the 'rug flip-flops' campaign?

    <p>All of the above</p> Signup and view all the answers

    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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    Related Documents

    UniWien Vo Management I - Marketing (MA) Lecture Notes PDF

    Description

    Test your understanding of marketing concepts, including brand knowledge, brand attitude, and brand loyalty. Learn how these concepts relate to customer satisfaction and repeat purchases.

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