Study9
Section 9 Study Questions (15.0 points)
Answer each question fully. Complete sentences are not necessary.
Lesson 1 (5.0 points)
1. What is the difference between brand and corporate image? (1.0 points) -Brand image is the perception people have of your brand. It is usually closely associated with a specific product or set of products. Corporate image, or corporate identity is the perception that people have of your company. It includes any qualities or characteristics that people associate with your company.
2. What is market positioning? (1.0 points) -When your company makes an effort to actively control and shape your brand image with your target market.
3. What is the difference between features and benefits? (1.0 points) -Features are the notable qualities or characteristics of a product. Benefits are the ways a product will improve the life of the customer by solving a problem or making the customer feel good.
4. What is the difference between a desire-based message and a fear-based message? (1.0 points) -Some people respond better to desire-based messages, and others respond to fear-based messages. Most people don’t like things that make them feel bad, and a negative, fear-based message is more likely to make viewers unhappy than a desire-based message. 5. What are needs? (0.5 points) -Things people believe are necessary for their everyday life. There are not just things that people require to stay alive. Needs can also be things that people consider necessary to maintain their lifestyle or quality of life.
6. How is marketing a service different from marketing a good? (0.5 points) -Companies that provide services often focus their marketing message and strategy on the people providing the service and the experience that customers will have, since these are ways that people commonly judge the services. Customer reviews and testimonials can be especially helpful for a company that provides a service, since there isn’t a physical good to show
Answer each question fully. Complete sentences are not necessary.
Lesson 1 (5.0 points)
1. What is the difference between brand and corporate image? (1.0 points) -Brand image is the perception people have of your brand. It is usually closely associated with a specific product or set of products. Corporate image, or corporate identity is the perception that people have of your company. It includes any qualities or characteristics that people associate with your company.
2. What is market positioning? (1.0 points) -When your company makes an effort to actively control and shape your brand image with your target market.
3. What is the difference between features and benefits? (1.0 points) -Features are the notable qualities or characteristics of a product. Benefits are the ways a product will improve the life of the customer by solving a problem or making the customer feel good.
4. What is the difference between a desire-based message and a fear-based message? (1.0 points) -Some people respond better to desire-based messages, and others respond to fear-based messages. Most people don’t like things that make them feel bad, and a negative, fear-based message is more likely to make viewers unhappy than a desire-based message. 5. What are needs? (0.5 points) -Things people believe are necessary for their everyday life. There are not just things that people require to stay alive. Needs can also be things that people consider necessary to maintain their lifestyle or quality of life.
6. How is marketing a service different from marketing a good? (0.5 points) -Companies that provide services often focus their marketing message and strategy on the people providing the service and the experience that customers will have, since these are ways that people commonly judge the services. Customer reviews and testimonials can be especially helpful for a company that provides a service, since there isn’t a physical good to show