Premium Essay

Marketing Kotler Chapter 9 Solution

In: Business and Management

Submitted By jowellyuen
Words 3245
Pages 13
Chapter 9
119. What valuable functions can brands perform for a firm?
Brands also perform valuable functions for firms. First, they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product.

120. Describe the three ingredients of customer-based brand equity.
There are three key ingredients of customer-based brand equity.
1. Brand equity arises from differences in consumer response. If no differences occur, the brand-name product is essentially a commodity, and competition will probably be based on price.
2. Differences in response are a result of consumers’ brand knowledge, all the thoughts, feelings, images, experiences, and beliefs associated with the brand. Brands must create strong, favorable, and unique brand associations with customers, as have Toyota (reliability), Hallmark (caring), and (convenience).
3. Brand equity is reflected in perceptions, preferences, and behavior related to all aspects of the marketing of a brand. Stronger brands lead to greater revenue.

121. Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.
Based on research with almost 800,000 consumers in 51 countries, BAV compares the brand equity of thousands of brands across hundreds of different categories. There are four key components—or pillars—of brand equity, according to BAV:
• Energized differentiation measures the degree to which a brand is seen as different from others, and its perceived momentum and leadership.
• Relevance measures the appropriateness and breadth of a brand’s appeal.
• Esteem measures perceptions of quality and loyalty, or how well...

Similar Documents

Premium Essay


...NORTHWESTERN UNIVERSITY J.L. KELLOGG GRADUATE SCHOOL OF MANAGEMENT Marketing 430-62 Alice M. Tybout Winter Quarter 2000 Phone: 847.491.2723 Office: Leverone 468 e-mail: COURSE OVERVIEW Course Objectives This is a survey course and, as such, is designed to provide students with an overview of marketing concepts and tools. While effort has been devoted to finding teaching materials that represent a variety of industries and employ a variety of media, the primary goal is to help provide you with concepts and tools that will be broadly applicable. More specifically, the course has two primary objectives: To develop your marketing decision-making skills. You should leave the course with a well-developed ability to: - analyze the marketing and business environment in which an organization is operating and identify the primary marketing problems facing the firm, - prioritize these problems and select the key issue to be addressed, - develop compelling and creative strategies for solving these problems, and - make tactical decisions that will achieve the strategy that you have selected and, thereby, solve the problems you have identified. To provide you with a set of concepts and tools that can support your decision-making. Fundamental concepts of marketing (such as marketing disciplines, segmentation, targeting, and positioning, customer satisfaction,......

Words: 6149 - Pages: 25

Premium Essay

Costaatt Marketing Doucment

...and accessible education programmes serving the needs of business, industry and the diverse campus communities and facilitating the personal and professional development of its students, faculty and staff. DEPARTMENT NAME OF COURSE COURSE CODE CREDITS PREREQUISITE REQUIRED TEXT : : : : : : Management & Entrepreneurship Principles of Marketing MKTG 205 Three (3) NONE Principles of Marketing, Thirteenth Edition by Philip Kotler; Gary Armstrong REFERENCE TEXTS : Basic Marketing by William Perreault Jr.; E. Jerome Mc Carthy; Joseph Cannon APPROVED BY : ___________________________ ________________ CHAIR DATE 1 COURSE DESCRIPTION: This is an introductory marketing course. A realistic examination of how marketing is practiced in business today will be stressed throughout. The basic approach is to view marketing as a total system of business action and not simply as understanding an assortment of fragmented functions. This course will place emphasis on the importance of understanding the customer and meeting his/her needs. A major project will be prepared by the students working in teams, which will examine the marketing function an inter-related function in a real business environment as it relates to material covered in class. As this is a core Business Studies...

Words: 3376 - Pages: 14

Free Essay

Mktg Syllabus

...Marketing  Management   MKTG  5150,  007,  077,  080,  086   Fall  2013  8W     Instructor:       Kenneth  N.  Thompson,  Ph.D.    Professor  of  Marketing  &  Logistics     Office  Hours:  1:30  –  3:30  TTh  and  by  appointment     E-­‐mail:  Only  use  this  e-­‐mail  address  if  you  cannot  reach  me   via  the  Blackboard  Learn  e-­‐mail  facility.    Use  the  ‘e-­‐mail’  selection  on  the  Learn  menu  bar   (left  side  of  the  Learn  window).  E-­‐mail  traffic  initiated  via  Blackboard  Learn  is  specifically   flagged  to  get  my  attention.      By  the  way,  do  not  expect  me  to  respond  to  e-­‐mail  on   weekends  or  after  5:00  p.m.  on  weeknights.    I  am  often  online  during  these  times,  but  there   are  no  guarantees  with  my  extensive  travel  schedule  this  Summer.       Roger  Kerin  and  Robert  Peterson  (2010),  Strategic  Marketing  Problems:  Cases  and   Comments,  12th  Ed.  (Upper  Saddle  River,  NJ:    Pearson  Prentice  Hall)  ISBN-­‐13: ......

Words: 6865 - Pages: 28

Premium Essay


...MASARYKOVA UNIVERZITA Ekonomicko-správní fakulta Studijní obor: Podnikové hospodářství Kombinované studium [pic] PROPOSAL OF A MARKETING STRATEGY Návrh marketingové strategie Diploma thesis /Diplomová práce Vedoucí diplomové práce/Supervisor: Autor/Author: Ing. Klára KAŠPAROVÁ Mgr. Jana LUDÍKOVÁ Brno, červen 2008 Brno, June 2008 |Jméno a příjmení autora: |Jana Ludíková | |Author´s name: | | |Název diplomové práce: |Návrh marketingové strategie | |Title of the diploma thesis: | | |Název práce v angličtině: |Proposal of a Marketing Strategy | |English title of the diploma thesis: | | |Katedra: |podnikového hospodářství | |Departement |of corporate economy | |Vedoucí......

Words: 32039 - Pages: 129

Premium Essay

Student at Lums

...Lahore University of Management Sciences MKTG 343 – Marketing Models Spring Semester 2015 Instructor Room No. Office Hours Email Telephone Secretary/TA TA Office Hours Course URL (if any) Muhammad Asim 4-39 SDSB Building TBA TBA TBA TBA COURSE BASICS Credit Hours Lecture(s) Recitation/Lab (per week) Tutorial (per week) 3 Nbr of Lec(s) Per Week Nbr of Lec(s) Per Week Nbr of Lec(s) Per Week 2 Duration Duration Duration 75 Minutes COURSE DISTRIBUTION Core Elective Open for Student Category Close for Student Category COURSE DESCRIPTION This course surveys quantitative marketing methodology. Our emphasis will be on the selection and use of models to support marketing strategy. Topics include: analysis of consumer behavior; segmentation, targeting, positioning, forecasting methods; new product decisions; and advertising decision models; sales force decision models and pricing decision models. The focus of the course is on the use of analytical approaches and computer-based models to formulate and solve problems. This course will also provide you an opportunity to improve your statistical and analytical skills. COURSE PREREQUISITE(S) • • • Statistics OR Statistics and Data Analysis OR Probability and Statistics COURSE OBJECTIVES (CO) 1. 2. 3. 4. Develop an understanding of the use of analytical techniques and computer models in enhancing marketing decision making in modern enterprises Improve students’ skills in......

Words: 1368 - Pages: 6

Premium Essay

Brand Positioning Through the Consumers’ Lens

...Diamantopoulos, Ph. D., for the supervision of this dissertation and for being my mentor over the last four years. I would also like to thank o. Univ. Prof. Dr. Dr. h.c. Udo Wagner, Associate Professor Kevin E. Voss, Ph. D., Professor William E. Baker, Ph. D., and o. Univ. Prof. Bodo B. Schlegelmilch, Ph. D., D. Litt, for their excellent comments on the issue of positioning effectiveness measurement. Furthermore, I am indebted to Dr. Daniel Hoppe, ao. Univ. Prof. Dr. Elfriede Penz, and Professor Rajan Varadarajan, Ph. D., for valuable comments on the qualitative study conducted in Chapter 3. Moreover, I would like to thank Florian Mailänder and Mag. Fritz Alexander from Research International Ltd. for their agreement to collaborate on the scale development project (Chapter 5) and for their valuable input from the practitioners’ side. iii iv ABSTRACT Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The present dissertation consists of three complementary empirical studies aimed at shedding light on the latter issues. The first study explores the impact of distinct types of brand positioning strategies on consumer categorization...

Words: 12483 - Pages: 50

Premium Essay

Green Marketing - a Research Proposal

...Project FOX Fad or Expedient? - Perceptions of Consumers and Organisations on Green Marketing. Mieke van Kaam a research proposal – 22 April 2012 Table of Contents 1. Background 3 2. Problem statement 3 3. Research objectives 4 4. The scope and limitations of the proposed research 4 5. Literature review 6 5.1. Green fever –A load of Greenwash or not. 6 5.2. How green can you go? 7 5.3. Lets collaborate! 7 5.4. Consumer evolution 8 6. Research plan 9 6.1. Description of research subjects and design 9 6.2. Sampling plan 9 6.3. Instruments 9 6.4. Procedures 9 7. Proposed methods for processing, analysing and interpreting data 11 7.1. Quantitative 11 7.2. Qualitative 11 8. Timeline 12 9. Potential outcomes and conclusion 13 10. Reference list 14 11. Appendix A 15 Background * Green marketing is the product modifications and/or changes in production processes, * packaging and advertising, made by companies to ensure that the final consumer product * is environmentally safe. * This is a simple definition for green marketing, but how many consumers and organisations * in South Africa (SA) actually understand the essence of green marketing. And if they do, * what are their viewpoints on green marketing and how was it shaped? Do organisations see * it as a fad attribute that's merely added to a product to ensure premium pricing options * and eventually higher profits for the......

Words: 3360 - Pages: 14

Premium Essay

Classic Airlines

...profitability of Classic Airlines, challenges that affect today’s Airlines are inevitable. Some of the challenges include uncertainty about flying which has greatly affected stock prices. ________________________________________ The other challenge is consumer confidence that has greatly decreased probably due to increased negativity from the public, media and even Wall Street. Classic Airlines desire is to boost employee and consumer confidence and this is through increasing employee and customer satisfaction and keeping down costs. This research paper will use Classic Airline scenario to present the current issues and opportunities, identify a marketing problem, describe the end state vision and finally identify solutions to the problem. ________________________________________ Discussion Identification of issues and Opportunities The marketing activities of Classic Airlines are influenced by several factors and some of these factors are uncontrolled. It is evident that the company is faced with rising costs of labor and fuel which has led to cutting of costs through better efficiency and high passenger load ratios. The high costs have also reduced the chances and ability of Classic Airlines to compete for the position of frequent flier. The high labor and fuel costs are a key obstacle to high profitability of Classic Airlines. There is also decreased consumer confidence and consumers are less willing to travel using the airline (Shaw, 2007)....

Words: 2966 - Pages: 12

Premium Essay

Classic Airlines

...Classic Airlines Marketing Solution Because of the tragic events following 9/11, airline industry’s profits significantly decreased which resulted in an economic downturn. Classic Airlines was not immune to the recession. Classic Airlines Classic’s Rewards Program is currently suffering. Classics Customer Rewards Program has seen a 19% decrease in the number of members and a 21% decrease in flights among its current reward members. Classic Airlines marketing department needs to make an effort to increase customer volume and sales. So what can Classic Airlines do to increase these numbers? Identifying and addressing the internal and external factors contributing to Classic Airlines current crisis will help alleviate pressure associated with this current economic downturn. Employing market data to help develop goals while recognizing and focusing on the challenges and opportunities facing Classic Airlines, will give the airline the ability to take their future to new heights. Classic Airlines is the fifth largest airline and commands a fleet in excess of 375 jets that serve 240 cities with more than 2,300 daily flights. The airline also manages a staff of nearly 32,000 employees. Classic has managed to remain profitable over the past year. The airline earned $10 million on $8.7 billion in sales; however with rising overhead costs Classic Airlines is experiencing setbacks. The airlines share prices have decreased by 10% in the past year. Furthermore, with the negative......

Words: 7997 - Pages: 32

Premium Essay

Marketing Mix

...Chapter 01 Executive Summery This report looks in to the three products that have being selected .They're Coca Cola, pizza, Sony Ericsson. With aid of the information I've gathered, I have evaluated each product and analyzed their product levels and given reasons why I placed the characteristic of each product in that specific level, and explained how a marketer can use these to make product awareness. Then, I've placed the products in the tangibility continuum and I have the reasoned out why I placed each product in the tangibility continuum. The chosen service product is further analyzed and given methods of how to improve the tangibility of it. Chapter 02 Product levels Introduction of 5 product levels In the 1960's, the economist Philip Kotler changed the perception of marketing. He described what marketing is rather than what marketers do, thereby changing marketing from a departmental specialization into a corporate wide doctrine. For Kotler, marketing was a 'social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others'. For him, a product is more than physical. A product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want. Therefore, a product can be a physical good, a service, a retail store, a person, an organization, a place or even an idea. Products are the means to an end wherein the end is the......

Words: 3338 - Pages: 14

Free Essay

Busi 520 - Mmgt Market Review

...Market Analysis The Consumer Market Cultural and Social factors influencing consumer purchasing. Cultural and social environments can be attributed to many of the decisions people make such as what clothes to wear, what music to listen to, how competitive we are, and even how environmentally conservative we are. Kotler and Keller (2014) define cultural influences to consumer behavior as “key institutions… [governing the way] a child grows up” in one country compared to a child in another (pp. 152-153), or other specific subculture identifications such as “nationalities, religions, [or] racial groups…” (Kotler & Keller) A vast amount of research has been done on environmental topics which “have emerged as one of the most important economic policy issues… and many view energy efficiency… [would help] to reduce greenhouse gas emissions.” (Allcott, 2011) “cultural knowledge includes implicit theories about the world we live in that are largely shared by the members of our society.” (LaPlante, 2005) Thus, the popular beliefs amongst one’s peers in conjunction with widespread word of mouth lend to similar thoughts amongst the ‘Generation Y’ demographic. The speculation of global warming and climate change has sparked many people to begin trying to make changes in the way their lives are lived, including installing devices that can make their homes ‘smarter’, and more environmentally friendly. Energy conservation, and environmental issues are very important topics in......

Words: 3686 - Pages: 15

Premium Essay

Service Delivery and Customer Satisfaction in the Nigerian Banking Industry (a Study of Guaranty Trust Bank Plc and Skye Bank Plc)

...SERVICE DELIVERY AND CUSTOMER SATISFACTION IN THE NIGERIAN BANKING INDUSTRY (A STUDY OF GUARANTY TRUST BANK PLC AND SKYE BANK PLC) BY ABDULLAHI, RUKAYAT OPEMIPO MATRIC NO: 101003311 A PROJECT SUBMITTED TO THE DISTANCE LEARNING INSTITUTE, UNIVERSITY OF LAGOS, AKOKA IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE BARCHELOR DEGREE IN BUSINESS ADMINISTRATION (B.Sc.), BUSINESS ADMINISTARTION OF UNIVERSITY OF LAGOS. DECEMBER, 2015. CERTIFICATION This is to certify that this research project titled “Service Delivery and Customer Satisfaction in the Nigerian Banking Industry” was written by ABDULLAHI, RUKAYAT OPEMIPO with the matriculation number 101003311 under my supervision. -------------------------------------------- --------------------------- MR OLAREWAJU, A.D Date Project Supervisor DEDICATION This research work is dedicated to the Almighty Allah, the Omniscience- the giver of knowledge. To my family. ACKNOWLEDGEMENT In the course of this research work, I am greatly indebted to a host of people who in a way of their moral and intellectual support, have made the success of this project. I cannot but express my gratitude to God Almighty, the giver of wisdom, who has granted me the opportunity, wisdom and knowledge to complete this programme despite many huddles and challenges of life. My......

Words: 13108 - Pages: 53

Free Essay


...Click here to download the solutions manual / test bank INSTANTLY!! ------------------------------------------------------------------------------------------------------------------------ Accounting Information Systems Romney 11th Edition Solutions Manual Accounting Information Systems Romney 11th Edition Solutions Manual Accounting Information Systems Romney 11th Edition Solutions Manual Accounting Information Systems Romney Steinbart 11th Edition Solutions Manual Accounting Information Systems Romney Steinbart 11th Edition Solutions Manual ------------------------------------------------------------------------------------------------------------------------ ***THIS IS NOT THE ACTUAL BOOK. YOU ARE BUYING the Solution Manual in e-version of the following book*** Name: Accounting Information Systems Author: Romney Steinbart Edition: 11th ISBN-10: 0136015182 Type: Solutions Manual - The file contains solutions and questions to all chapters and all questions. All the files are carefully checked and accuracy is ensured. - The file is either in .doc, .pdf, excel, or zipped in the package and can easily be read on PCs and Macs.  - Delivery is INSTANT. You can download the files IMMEDIATELY once payment is done. If you have any questions, please feel free to contact us. Our response is the fastest. All questions will always be answered in......

Words: 18533 - Pages: 75

Premium Essay


...PRINCIPLES OF MARKETING BA003IU 1. COURSE STAFF Lecturer: Nguyen Thi Hong An, MBA Room: A205 E-mail: Consultation Hours: Anytime with an appointment All students are advised to make appointment in advance. 2. COURSE INFORMATION 2.1 Teaching times and Locations Lecture: Venue: 2.2 Units of Credit This course is worth 3 credits. 8am-11am Saturday L102 3. COURSE DESCRIPTION: Principles of Marketing is a course designed to introduce fundamental marketing concepts, theories and analytical tools to managers working in today's highly competitive and complex business environment. At the end of the semester, students should be able to identify and explain the important concepts in marketing. Moreover, students will also be prepared to study more advanced issues in marketing in the following semesters. The course covers a diverse range of marketing topics including marketing strategy and planning, the marketing environment and how to monitor it, consumer and organisational behaviour, marketing research, market segmentation and development of target markets, new product development, pricing, distribution, promotion and international marketing. 4. COURSE OBJECTIVES: On successful completion of this course, the student will be able to: • • Recognize the roles of marketing in business activities Understand basic marketing concepts such as customer behavior, segmentation, marketing research, marketing mix, etc and the principles used in developing marketing......

Words: 1985 - Pages: 8

Free Essay

Barrack Gold Corporation

...Barrick Gold Corporation. Barrick owns gold and copper mines across Australia, Africa, and the Americas and these geographical locations provide the focus of the essay’s Macroenviromental analysis. The gold is sold to various gold bullion dealers at market prices whereas copper is sold to copper product manufacturers and copper traders in Europe, North America, South America and Asia (BarrickResponsibilty, 2013). Barrick’s Macroenviroment According to Kotler et al. (2011) a company and all of the other actors operate in a larger macroenviroment of forces that shape opportunities and pose threats to a company such as Barrick. Jobber and Ellis-Chadwick (2013) further imply that it is these actors and forces that affect the mining company’s capability to operate effectively in providing products and services to its customers. Its external environment is characterized by elements that do not have an immediate impact on its performance albeit their impact being felt over the long term. There are those that can influence the company marketing activities without management being able to control them hence the need to continuously monitor them or risk going out of business (Wilson, 2006). The framework that best discusses these elements is the PESTLE Analysis as it provides the strategic planning and environmental analysis that can be useful for Barrick to improve performance and ensure its long term existence as a going concern (Sanderson and Luffman, 2007). Note that though the......

Words: 3030 - Pages: 13