MKT 517 Unit I Exam

3 eliciting the rig ht b rand re sp o nse s elicit

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Unformatted text preview: t b rand re sp o nse s - Elicit the p ro p e r custo me r re sp o nse s to this b rand id e ntif icatio n and b rand me aning . 4. Fo rg ing ap p ro p riate b rand re latio nship s with custo me rs - C o nve rt b rand re sp o nse to cre ate an inte nse , active lo yalty re latio nship b e twe e n custo me rs and the b rand . T he se f o ur ste p s re p re se nt a se t o f f und ame ntal q ue stio ns that custo me rs invariab ly ask ab o ut b rand s—at le ast imp licitly. T he f o ur q ue stio ns (with co rre sp o nd ing b rand ste p s in p are nthe se s) are : 1. Who are yo u? (b rand id e ntity) 2. What are yo u? (b rand me aning ) 3. What ab o ut yo u? What d o I think o r f e e l ab o ut yo u? (b rand re sp o nse s) 4. What ab o ut yo u and me ? What kind o f asso ciatio n and ho w much o f a co nne ctio n wo uld I like to have with yo u? (b rand re latio nship s) Q u e s ti o n 4 Comp lete Ma rked out of 1 .0 0 Fla g q uestion What is re latio nship marke ting ? Discuss the me rits o f re latio nship marke ting . C usto me r re latio nship marke ting (C RM) use s a co mp any’s d ata syste ms and ap p licatio ns to track co nsume r activity and manag e custo me r inte ractio ns with the co mp any. C usto me r e q uity...
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