Green Marketing Quiz - Chapters 7/8

Integrated Marketing Communication

coordination among the elements of the promotional mix to ensure the consistency of the message delivered at every contact point between the consumer and the company

Integrated Brand Promotion

the use of the promotional mix to build brand awareness, identity, and preference

Positioning Strategy

the development of the marketing mix to yield a distinctive appeal to the target segment

Value Proposition

a statement of the emotional, function, and self-expressive benefits delivered by a brand that provides value to consumers in a target market

Benefit Positioning

an emphasis on a functional, emotional, or self-expressive return realized from product consumption

User Positioning

a second basis for the positioning theme

Competitive Positioning

the direct reference to the competition in order to illuminate the benefits of a firm’s brand

Message Strategy

what the ad attempts to say about the brand

Creative Strategy

how the ad expresses the ad claims

Product Placement

efforts on the part of brand owners to feature their products in films, movies, plays, or other performances

Promotional Strategy

a plan for the optimal use of advertising, sales promotion, public relations, direct marketing, and personal selling

10 objectives associated with advertising and promotion

1. Promote brand recall

2. Link a key attribute to the brand name

3. Persuade the consumer

4. Develop positive feelings toward the brand - use of humor or sex appeal common

5. Change behavior by inducing fear

6. Change behavior by inducing anxiety

7. Situate the brand socially

   1. Slice of life

   2. Product placement

8. Transform the consumption experience

9. Link the brand to a social/cultural movement

10. Define the brand image

Slide of life

appeal that situates the brand in an ideal usage setting

Brand

a name, term, design, or symbol that identifies a seller’s products and differentiates the, from competitors’ products

Brand Recall

the ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of cue

Brand recognition

the consumer’s ability to confirm exposure to the brand when given the brand as a cue

Brand Imagery

influences how consumers think about a brand rather than their objective assessment of product attributes

Corporate Credibility

the degree to which consumers believe that a company is willing and able to provide products and services that satisfy the needs and wants of consumers

Brand Attitude

the consumer’s overall assessment of the brand

Brand Attachment

the emotional bond that may exist between a consumer and brand

Sustainable Brand Identity

a specific set of brand attributes and benefits associated with reduced environmental impact of a brand and the perception of being environmentally sound

Functional Benefits

the relevant environmental advantages of the product compared to competing products

Emotional Brand Benefits

serve as an alternative complementary strategy to nurture sustainable brand identity in three ways:

1. Engaging in altruistic acts that contribute to the environment

2. Consumers can express sustainable benefits through socially visible consumption of sustainable brands

3. A brand can espouse a sustainable identity when it enables the consumers to get in contact with natural environments

Greenwashing

the activity designed to mislead consumers regarding the environmental practices of a firm or the environmental benefits of a product or service

Brand Attitude

the consumer’s overall assessment of the brand

Activity

the activity associated with the brand addresses the purchase and consumption frequency of a brand as well as the consumer’s involvement with the marketing program

Silent Brown Firms

no communication, bad environmental performance

Silent Green Firms

no communication, good environmental performance

Greenwashing firms

positive communication, bad environmental performance

Vocal green firms

positive communication, good environmental performance

Hiddne Trade-Off Claims

a setting in which the benefits of a claim do not exceed the additional environmental cost

No-Proof Claims

occurs when an environmental claim of product cannot be substaintiated via accessible information

Vague Claims

terminology that is poorly defined such as “all natural” or “green”

Irrelevant Claims

when firms use truthful claims that are immaterial to the product class

Categorical Claims

these claims add a green attribute to a product category of substantial risk to the consumer

Misrepresented Claims

rely on false information

False Labels

offering an impression of a third-party endorsement where no such endorsement exists

Central 

is the claim central to the product and purchasing?

Relevant

are the ecological claims of the product relevant to consumption?

External Verification

have the claims been subjected to ongoing assessment by a third party?

Specific

to what extent are the product claims specific and meaningful?

Truthful

are the product claims truthful?

Ecolabels

reflect adherence to some standard associated with food safety and environmental performance

Social labels

concern human rights and labor standards

Confusing product classifications

Natural, Organic, Regenerative Agriculture, Biodynamic

Biodynamics

a specific form of organic farming that augments organic processes with consideration of the time of yeaer, location, soil type, existing flora and fauna, and other factors

Life cycle assessment

accounting for production and processing as well as resource energy, usage, emissions, and waster

Life cycle inventory assessment

identifies the sum amount of resources and emissions associated with a product or service over its life

Demarketing

action undertaken by marketers to discourage consumption

General Demarketing

when companies try to shrink the level of total demand

Selective Demarketing

when an organization discourages demand from certain classes of consumers

Ostensible Demarketing

a strategy that involves limiting consumption for the purpose of increasing sales