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B207 - Blocks 1, 2 & 3 (Branding (Brand equity, Brand reputation,…
B207 - Blocks 1, 2 & 3
Quality
Costs of quality: prevention, appraisal, internal defects, external defects.
7 tools to control quality: histogram, control chart, scatter diagram, Pareto chart, checklist, cause and effect, stratification.
Internal Marketing
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Benefits - promote brand identity, focus for employees, customer relationship building.
Types of employees: brand champions, brand agnostics, brand cynics, brand saboteurs.
Relationship Marketing
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Benefits - more cost effective to retain customers, provides profit over customer lifetime
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