MKT 510 Chapter Notes - Chapter 5: Brand Equity, Mass Customization, Relationship Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Marla Spergel

Document Summary

Chapter 5: value chain, brand intangible, quality management return on quality. Perceived by quality and value: mass customization, after marketing loyalty programs. Most important brand equity benefit of building a strong brand, consumer price strategy: consumers rank brands according to the price. Setting prices to build brand equity: value pricing, everyday low pricing. Direct channels: selling through personal contacts from the company through mail, phone, electronic means, in person. Indirect channel: selling through 3rd party such as agents, brokers, retail, dealers.