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9 Cards in this Set

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  • Back
product life cycle
stages a new product goes through in the market place: introduction, growth, maturity and decline
branding
organizations use of a name, pharase, design, symbol, or combination of these to identify and distinguish its products
brand name
any word, device or combination of these used to distinguish a seller's goods or services
brand personality
set of human characteristics associated with a brand name
brand equity
added value a given brand name gives to a product beyond the functional benefits provided
multibranding
manufactur's branding strategy that gives each product a distinct name
packaging
part of a product that refers to any container in which it is offered for sale and on which label information is displayed
capacity management
integrating the service component of the marketing nix with efforts to influence consumer demand
off peak pricing
charging different prices during different times of the day or days of the week to reflect variations in deman for the service.