Blog

A promotional outlay for a family brand benefits all items in the line.

Companies that follow category management process define the category based on the target market’s needs.

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

Publicity is the marketing-oriented aspect of public relations.

Since many firms begin penetration pricing with the intention of increasing prices in the future, success depends on generating numerous trial purchases.

Successful implementation of IMC requires that everyone involved in every aspect of promotion function as a team, presenting a consistent, coordinated effort at every point of customer contact.

Brand preference is the stage of brand loyalty at which consumers rely on previous experience with a branded product when choosing it, if available, over competitors’ products.

In essence, a department store is a series of limited-line and specialty stores under one roof.

Product managers have profit responsibility for their product group and help the retailer’s category buyer maximize sales for the whole category, not just the particular manufacturer’s product.

Advertising attempts to condition consumers to adopt favorable viewpoints toward a promotional message.