Explanation : > Negative demand: Consumers dislike the product and may even pay a price to avoid it.
> Non-existent demand: Consumers may be unaware of or uninterested in the product.
> Latent demand: Consumers may share a strong need that cannot be satisfied by an existing product.
> Declining demand: Consumers begin to buy the product less frequently or not at all.
> Irregular demand: Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.
> Full demand: Consumers are adequately buying all products put into the marketplace.
> Overfull demand: More consumers would like to buy the product than can be satisfied.
> Unwholesome demand: Consumers may be attracted to products that have undesirable social consequences.
Explanation : The Brand Asset Valuator shows that successful brands are developed over time based on four pillars. Each pillar is derived from various measures that relate to different aspects of consumer brand perception. These pillars are:
> Differentiation: Measures the degree to which the brand is seen as different from others. It states the brand’s reason for being.
> Relevance: Measures the appropriateness of the brand to the individual consumer. The differentiation must be relevant to
consumer needs and wants.
> Esteem: Measures how well the brand is regarded and respected. In short, it measures how well the brand is liked.
> Knowledge: Measures how familiar and intimate consumers are with the brand. It measures how well established the brand is.
Explanation : Value Network: A value network is a visualization of the network through a simple mapping tool that shows its members and their relationships. Kotler and Keller define
the value network as “a system of partnerships and alliances that a firm creates to the source, augment, and deliver its offerings.” The value network of an SME includes the SME’s
suppliers, the suppliers of the suppliers, and the customers.