BIANES, JANINNE A.

1. What is the Brand Value Chain, andwhat are its elements?

Brand Value Chain is a structured approach to assessing the sources and

outcomes of brand equity and the way marketing activities create brand value.
It is based on several premises.
 Marketing Program Investment. Any marketing program investment that
can contribute to brand value development, intentionally or not, falls into
this first value stage. Chapters 4–7 outline many such marketing activities,
like product research, development, and design; trade or intermediary
support; marketing communications including advertising, promotion,
sponsorship, direct and interactive marketing, personal selling, publicity,
and public relations; and employee training. A big investment of course
does not guarantee success. The ability of a marketing program
investment to transfer or multiply farther down the chain depends on
qualitative aspects of the marketing program and the program quality
multiplier.
 Program Quality Multiplier. The ability of the marketing program to affect
the customer mind-set will depend on its quality. Throughout the book, we
review a number of different means to judge the quality of a marketing
program. One handy way to remember some key considerations is through
the acronym DRIVE
 Customer Mind-Set. In what ways have customers been changed as a
result of the marketing program? How have those changes manifested
themselves in the customer mind-set?
 Marketplace Conditions Multiplier. The extent to which value created in the
minds of customers affects market performance depends on factors
beyond the individual customer.
 Market Performance. We saw in Chapter 2 that the customer mind-set
affects how customers react in the marketplace in six main ways. The first
two relate to price premiums and price elasticities. How much extra are
customers willing to pay for a comparable product because of its brand?
And how much does their demand increase or decrease when the price
rises or falls? A third outcome is market share, which measures the
success of the marketing program in driving brand sales.

2. For me I would suggest him to conduct first a survey to know the needs
and wants of the consumers and he can give sample of his product to
experience the consumers the quality.

3. Same facts as above. Identify the Point of Parity of the

product.
 First is the product is produced by a chemist and you can proved to the
consumers the quality that they are deserves by giving example or
sampler to them.
4. What is Search Engine Advertising?
 Search engine advertising (also known as search advertising, Internet
search advertising, or online search advertising) allows you to directly
 display your paid ads among the search results on various search engines,
like Google, Bing, and Yahoo
5. Differentiate Firm-based equity andConsumer-based equity
 An equity firm, also known as a private equity firm, uses its own or one of
the other investors' capital for its startup and expansion operations. These
firms are not publicly listed and do not have shares that are traded in the
stock market; hence, they are not subject to many of the regulations that
apply to public companies. The investors of equity firms are institutional
investors, venture capital companies or high net worth individuals who
want to fund the operations of a company for personal or business interest.

 Customer-based brand equity (CBBE) is used to show how a brand's

success can be directly attributed to customers' attitudes towards that
brand. The best-known CBBE model is the Keller Model, devised by
Professor of Marketing Kevin Lane Keller and published in his mighty
Strategic Brand Management.

6. What is Selective Distortion?

Selective distortion is a term that refers to the tendency of people to interpret
information in a way that will support what they already believe. This concept,
along with selective attention and selective retention, makes it hard for
marketers to get their message across and create good product perception.

7. What is an Affinity Diagram?

An affinity diagram is the process of grouping like ideas into common groups,
and is usually preceded by a brainstorming session that generates numerous
ideas. The brainstorming session is used to get a team to generate ideas,
typically about a complex project.

8. Explain Globalization as a new Marketing Reality.

In today’s business environment, marketplace is continuously changing.
Hence, the marketers should join and respond to several important
developments, which are occurring in the market. Small and large businesses
are impacted by the internal and external environment factors. These
environmental factors that the businesses have no control over are taken into
consideration while making marketing decisions for creating a correct
representation of where the organization stands in marketplace. Present
marketplace is in more constant situation of changes than in past decades.
With this transformation, there will be some new challenges, opportunities and
development of new models and frameworks. The term new market realities
state the changes during last 10 years and it is given by Kotler and Keller. The
New Marketing Realities is the computerized improvements, creative and
innovative and categorized small scale media and markets, which the service
the local influent targeted, market nets.
9. Explain the Hierarchy of Marcom

The hierarchy of effects model is a model which tells advertisers to make an

advertisement in such a way that the customer goes through all these six
stages namely awareness, knowledge, liking, preference, conviction and
purchase. It is created by Robert J Lavidge and Gary A Steiner in 1961, the
hierarchy of effects model suggests six steps to consumer buying behaviour.

10. Name at least 5 VALS psychological segment?

 VALS Framework and Segment

 These consumers are on the leading edge of change, have the highest
incomes, and such high self-esteem and abundant resources that they can
induldge in any or all self-orientations. They are located above the
rectangle. Image is important to them as an expression of taste,
independence, and character. Their consumer choices are directed toward
the "finer things in life."

 2. Thinkers.

 These consumers are the high-resource group of those who are motivated
by ideals. They are mature, responsible, well-educated professionals.
Their leisure activities center on their homes, but they are well informed
about what goes on in the world and are open to new ideas and social
change. They have high incomes but are practical consumers and rational
decision makers.

 3. Believers

 These consumers are the low-resource group of those who are motivated
by ideals. They are conservative and predictable consumers who favor
American products and established brands. Their lives are centered on
family, church, community, and the nation. They have modest incomes.

 4.Achievers

 These consumers are the high-resource group of those who are motivated
by achievement. They are successful work-oriented people who get their
satisfaction from their jobs and families. They are politically conservative
and respect authority and the status quo. They favor established products
and services that show off their success to their peers.

 5. Strivers

 These consumers are the low-resource group of those who are motivated
by achievements. They have values very similar to achievers but have
fewer economic, social, and psychological resources. Style is extremely
important to them as they strive to emulate people they admire.

11. They can file a case to DOH because they ruin their business and their
publicity is now bad.
12. Same facts as above. How would you help rebuild the Brand
of the corporation?
They can use social media and advertisement to help rebulid their brand.

13. Explain Herzberg’s Theory?

Herzberg’s Motivation Theory model, or Two Factor Theory, argues that there
are two factors that an organization can adjust to influence motivation in the
workplace.
These factors are:
Motivators: Which can encourage employees to work harder.
Hygiene factors: These won’t encourage employees to work harder but they
will cause them to become unmotivated if they are not present.

14. What is the Competitive Parity Method?

competitive-parity method. competitive-based approach used to determine an
advertising budget wherein an advertiser decides advertising dollars to be
spent on the basis of competitors' spending.

15. Explain Online Behavioral Targeting

Behavioral targeting is a marketing method that uses web user information to
strengthen advertising campaigns. The technique involves gathering data from
a variety of sources about the potential customer’s online browsing and
shopping behaviors.

16. What is customer-defined value?

Customer value is the satisfaction a consumer feels after making a purchase
for goods or services relative to what she must give up to receive them.

17. Explain Customer Loyalty vs. Customer Profitability.

Customer loyalty is the result of consistently positive emotional experience,

physical attribute-based satisfaction and perceived value of an experience,
which includes the product or services. Consider who you yourself are loyal to

Customer profitability (CP) is the profit the firm makes from serving a customer
or customer group over a specified period of time, specifically the difference
between the revenues earned from and the costs associated with the customer
relationship in a specified period.

18. Briefly explain the relationship between advertiser and third party Ad
server in the online advertising
Answers: advertiser-the entity of buying side of the mobile marketing
ecosystem while 3RD Party server enhance the content of the advertisement so
that between advertiser and 3rd party advertisement it always happen to the
advertisement.

19. How do you ensure Costumer Retention?

Here are a few ways companies can improve customer retention:
1. Give great service. Customer retention is fickle
when customer service is lacking. ...
2. Be quick to resolve issues. Not every product works exactly right and
sometimes paid services don¹t meet expectations. ...
3. Keep in touch. ...
4. Reward loyalty. ...
5. Thank your customers.

20. Identify and explain atleast 3 different types of rich media and online
advertising?
Answer:
 Banners- that can float, pop up or expand across a web page
 YouTube’s direct integration on Google+ makes video one of the most
powerful types of content
 Images and infographics play a significant part in any content marketing
strategy. Attach the right graphic to your content, and it will attract extra
attention to your post; attention you need to grow your audience.
Online advertising
 Facebook- post and sell products
 Instagram- pictures to sell and promote products

 Websites

A website is an online advertisement that allows you to deliver a complete

message or messages to current and potential customers. Even if you provide
a variety of information on your site, you are still presenting an image and
providing information to the public.

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