Marketing Management

ASSIGNMENT 04
BM350
Marketing Management
Directions: Be sure to save an electronic copy of your
answer before submitting it to Ashworth College for grading. Unless otherwise
stated, answer in complete sentences, and be sure to use correct English, spelling,
and grammar. Sources must be cited in APA format. Your response should be four
(4) double-spaced pages; refer to the “Assignment Format” page
located on the Course Home page for specific format requirements.

Respond to the
items below.

1. Explain
customer-perceived value.

2. Explain
total customer satisfaction.

3. What
valuable functions can brands perform for a firm?

4. Given
that the power of a brand resides in the minds of consumers and how it changes
their response to marketing, there are two basic approaches to measuring brand
equity. Briefly, describe each of these approaches.

5. Incorporating
the concepts discussed in this assignment, answer the following: How does a
loyal brand community support the positioning and branding of a small business?
Provide an example to support your explanation.