Ch. 13 Contemporary Marketing- Boone & Kurtz 16Th Edition

Front 1

Brand

Back 1

Name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from those of another.

Front 2

Brand Recognition

Back 2

Consumer awareness and identification of a brand.

Front 3

Brand Preference

Back 3

Consumer choice of a product on the basis of a previous experience.

Front 4

Brand Insistence

Back 4

Consumer refusal of alternative and extensive search for desired merchandise.

Front 5

Generic Products

Back 5

Products characterized by plain labels, no advertising, and the absence of brand names.

Front 6

Manufacturer's Brand*

Back 6

Brand name owned by a manufacturer or other producer.

Front 7

Private Brand*

Back 7

Brand offered by a wholesaler or retailer.

Front 8

Captive Brand*

Back 8

National brand sold exclusively by a retail chain.

Front 9

Family Brand

Back 9

Single brand name that identifies several related products.

Front 10

Individual Brand

Back 10

Single brand that uniquely identifies a product.

Front 11

Brand Equity*

Back 11

Added value that a respected, well-known brand name gives to a product in the marketplace.

Front 12

Brand Manager

Back 12

Marketer responsible for a single brand.

Front 13

Category Management

Back 13

Product management system in which a category manager--- with profit and loss responsibility--- oversees a product line.

Front 14

Brand Name

Back 14

Part of a brand, consisting of letters, numbers, or words, that can be spoken and identifies and distinguishes a firm's offerings from those of its competitors.

Front 15

Brand Mark*

Back 15

Symbol or pictorial design that distinguishes a product.

Front 16

Trademark

Back 16

Brand for which the owner claims exclusive legal protection.

Front 17

Trade Dress*

Back 17

Visual components that contribute to the overall look of a brand.

Front 18

Label

Back 18

Branding component that carries an item's brand name or symbol, the name and address of the manufacturer or distributer, information about the product, and recommended uses.

Front 19

Universal Product Code (UPC)

Back 19

Numerical bar code system used to record the product and price information.

Front 20

Brand Extension

Back 20

Strategy of attaching a popular brand name to a new product in an unrelated product category.

Front 21

Line Extension

Back 21

Development of individual offerings that appeal to different market segments while remaining closely related to the existing product line.

Front 22

Brand Licensing

Back 22

Practice that expands a firm's exposure in the marketplace.

Front 23

Market Penetration Strategy

Back 23

Strategy that seeks to increase sales of existing products in existing markets.

Front 24

Product Positioning

Back 24

Consumer's perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands.

Front 25

Market Development Strategy

Back 25

Strategy that concentrates on finding new markets for existing products.

Front 26

Product Development

Back 26

Introduction of new products into identifiable or established markets.

Front 27

Product Diversification

Back 27

Developing entirely new products for new markets.

Front 28

Cannibalization*

Back 28

Loss of sales of an existing product die to competition from a new product in the same line.

Front 29

Adoption Process*

Back 29

Stages consumers go through in learning about a new product, trying it, and deciding whether to purchase it again.

Front 30

Consumer Innovator*

Back 30

Someone who purchases a new product almost as soon as the product reaches the market.

Front 31

Diffusion Process*

Back 31

Process by which new goods or services are accepted in the marketplace.

Front 32

Product Manager

Back 32

Marketer responsible for an individual product or product line; also called a brand manager.

Front 33

Venture Team*

Back 33

Group of associates from different areas of an organization who work together in developing new products.

Front 34

Concept Testing*

Back 34

Method for subjecting a product idea to additional study before actual development by involving consumers through focus groups, surveys, in-store polling, and similar strategies.

Front 35

Product Liability*

Back 35

Responsibility of manufacturers and marketers for injuries and damages caused by their products.