MARK 301 Study Guide - Final Guide: Netflix, Swot Analysis, Power7
9 Dec 2017
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Document Summary
Brand! excels! at! delivering! the! benefits! customers! truly! desire! Brand! makes! use! of! and! coordinates! a! full! repertoire! of! marketing!activities!to!build!equity! The! brand! is! given! proper! support,! and! that! support! is! sustained!over!the!long!run! Romi!focuses! only! on! the! incremental! profit! and! costs! that! can! be! attributed! to! a! specific!marketing!campaign!or!tactic. Net! promoter! score! (nps)!is! a! more! recently! developed! metric! designed! to! quickly! measure!customer!loyalty!by!asking!only!one!question!of!customers:! on!a!scale!from! 10,! how! likely! is! it! that! you! would! recommend! our! company! to! a! friend! or! colleague? ! Customer! satisfaction:! involves! asking! customers! to! rate! three! aspects! of! their! experience! with! the! company:! 2)! the! company"s! performance! when! compared! to! the! customer"s! expectations;! and! Share! of! voice! is! the! portion! of! total! advertising! activity! within! a! product! category!conducted!by!a!given!brand. Cost! per! impression! (cpm)! gives! an! indication! of! the! cost! efficiency! of! promotional!tactics!at!exposing!potential!customers!to!brand!messages. Customer! acquisition! cost! measures! the! cost! to! acquire! one! additional! customer!through!a!given!promotional!tactic. Minimum!advertised!price!is!the!lowest!price!that!retailers!are!allowed!to!advertise! a! brand! while! receiving! incentives! from! the! manufacturer! (such! as! promotional! funds).
