Discuss the special role that branding plays in service companies.
What will be an ideal response?
In contrast to branding in goods situations, where each product has its own brand, the primary brand in service is the company itself. The focus of brand creation is on awareness, meaning and equity of the company. As Leonard Berry says, "Strong brands are the surrogates when the company offers no fabric to touch, no trousers to try on, no watermelons or apples to scrutinize, no automobile to test drive."
You might also like to view...
As a marketing practice, monitoring involves ________
A) designing the organization and setting up processes to respond quickly to changes in the environment B) becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions C) tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices D) determining the most profitable businesses and customers and expending greater organizational resources to capitalize on them E) factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise
A consumer's consent to purchase a product is not informed if that consumer is:
A. unwilling to listen to the product details from the salesperson. B. injured after using the product and filed a product liability suit. C. being misled or deceived about the product. D. asked to buy the product without a warranty.
A communicationnetwork that allows limited external access to the company's intranet is known as a/an
A. LAN B. WAN C. intranet D. extranet
The yield offered on a debt security is related to the prevailing risk-free rate and related to the security's risk premium
a. negatively; negatively b. positively; positively c. negatively; positively d. positively; negatively