Ch 13 - Introduction To Marketing

Front 1

adoption process

Back 1

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

Front 2

brand

Back 2

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

Front 3

brand equity

Back 3

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

Front 4

brand extension

Back 4

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

Front 5

brand insistence

Back 5

Consumer refusal of alternatives and extensive search for desired merchandise.

Front 6

brand licensing

Back 6

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

Front 7

brand manager

Back 7

Marketer responsible for a single brand.

Front 8

brand mark

Back 8

Symbol or pictorial design that distinguishes a product.

Front 9

brand name

Back 9

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

Front 10

brand preference

Back 10

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

Front 11

brand recognition

Back 11

Consumer awareness and identification of a brand.

Front 12

cannibalization

Back 12

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

Front 13

captive brand

Back 13

National brand sold exclusively by a retail chain.

Front 14

category management

Back 14

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

Front 15

concept testing

Back 15

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 16

consumer innovator

Back 16

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