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Ch. 4.01 Notes

branding labeling and proudcts

what is a proudct? A product is both everything favorable and unfavorable that a person recieves in an sechange.
what is a convenience product? a realatievly inexpensive item that merits little shopping effort.
what is a product item? specific versions of a product that can be designated as a distinct offereing among an org. products.
what is a product line? a group of closely-realted product items.
what is product mix? all products a organization sells.
What are some benfits of product lines? package uniformity, standardized components, efficient sales, equivalent quality
what is product mix width? # of product lines an organization offers
what is product line depth? # of product items in a product line
what is brand? name, term, symbol, design, or combination there of that identifies a sellers product
what is a brand name? part of the brand that can be spoken in letters, words and numbers
what is brand mark? elements of a brnad that can not be spoken
what is brand equity? value of company and brand names
what is a global brand? brand where at least 20% of the products are sold outside its home country
what is individual brand? using diff brand names for different products
what is family brand? marketing several diff products under the same brand name
Created by: savannahwicker on 2011-10-18

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