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marketing300chap10
| Question | Answer |
|---|---|
| product | anything that is of value to a consumer and can be offered through a voluntary marketing exchange |
| core customer | value the basic problem solving benefits that consumers are seeking |
| associated | services the non- physical attributes of the product including product warranties, financing, product support, and after-sale service |
| augmented product | see associated services consumer products |
| specialty products/ services | products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers |
| shopping products/ services | those for which consumers will spend time comparing alternatives, such as apparel, fragrances, and appliances |
| convenience products/services | those for which the consumer is not willing to spend any effort to evaluate prior to purchase |
| unsought products/ services | products or services consumers either do not normally think of buying or do not know about |
| product mix | see product assortment. The complete set of all products offered by a firm |
| product lines | groups of associated items, such as those that consumers use together or think of as part of a group of similar products |
| breadth | number of product lines offered by a firm; also known as variety |
| depth | the number of categories within a product line |
| brand equity | the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service |
| licensed brand | an agreement allows one brand to use another’s name, image, and/or logo for a fee |
| brand awareness | measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements in the firm’s communications to consumers |
| perceived value | the relationship between a product’s or service’s benefits and its cost |
| green products | an ecologically safe product that may be recyclable, biodegradable, more energy-efficient, and/or have better pollution controls |
| brand associations | the mental links that consumers make between a brand and its key product attributes; can involve a logo, slogan, or famous personality |
| brand personality | refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers |
| brand loyalty | occurs when a consumer buys the same brand’s product or service repeatedly over time rather than buying from multiple suppliers within the same category |
| copycat brands | mimic a manufacturer’s brand in appearance but generally with lower quality and prices |
| manufacturer brands (national brands) | brands owned and managed by the manufacturer |
| private-label brands | brands developed and marketed by a retailer and available only from that retailer; also called store brands |
| store brands | see private-label brands |
| house brands | see private-label brands |
| own brands | see private-label brands |
| premium brands | a branding strategy that offers consumers a private label of comparable or superior quality to a manufacturer brand |
| generic brands | no-frills products offered at a low price without any branding information |
| exclusive co- brand | developed by national brand vendor and retailer and sold only by that retailer |
| family brand | a firm’s own corporate name used to brand its product lines and products |
| individual brand | the use of individual brand names for each of a firm’s products |
| brand extension | the use of the same brand name for new products being introduced to the same or new markets |
| line extension | the use of the same brand name within the same product line and represents an increase in a product line’s depth |
| brand dilution | occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold |
| co-branding | the practice of marketing two or more brands together, on the same package or promotion |
| brand licensing | a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee |
| brand repositioning (rebranding) | a strategy in which marketers change a brand’s focus to target new markets or realign the brand’s core emphasis with changing market preferences |
| primary package | the packaging the consumer uses, such as the toothpaste tube, from which he or she typically seeks convenience in terms of storage, use, and consumption |
| secondary package | the wrapper or exterior carton that contains the primary package and provides the UPC label used by retail scanners; can contain additional product information that may not be available on the primary package |
Created by:
Jylkasonga
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