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44 Cards in this Set
- Front
- Back
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is anything that can be offered in the market for attention, acquisition, use, or consumption that might satisfy a need or want |
Product |
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is a product that consists of activities, benefits, or satisfaction that is essentially intangible and does not result in the ownership of anything |
Service |
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represent what buying the product or service will do for the the customer |
Experiences |
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a consumer product that customers usually buy frequently, immediately, and with minimum comparison and buying effort -Newspapers -Candy -Fast food |
Convenience products |
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consumer products and services that the customer compares carefully on suitability, quality, price, and style -Furniture -Cars -Appliances |
Shopping Products |
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consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make a special purchase effort -Medical services -designer clothes -high-end electronics |
Specialty products |
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consumer products that the consumer does not know about or knows about but does not normally think of buying -life insurance -funeral services -blood donations |
Unsought products |
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products purchased for further processing or for use in conducting a business classified by the purpose for which the product is purchased -materials and parts -capital items -supplies and services |
Industrial products |
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include raw materials and manufactured materials and parts usually sold directly to industrial users |
Materials and parts |
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are industrial products that aid in the buyer's production or operations |
Capital items |
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include operating supplies, repair, and maintenance items, and business services |
supplies and services |
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consistsof activities undertaken to create, maintain, or change attitudes and behaviorof target consumers toward an organization. |
Organization Marketing |
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consistsof activities undertaken to create, maintain, or change attitudes and behaviorof target consumers toward particular people
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Person Marketing |
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consistsof activities undertaken to create, maintain, or change attitudes and behaviorof target consumers toward particular places
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Place Marketing |
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isthe use of commercial marketing concepts and tools in programs designed toinfluence individuals’ behavior to improve their well-being and that of society
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Social Marketing |
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Product Quality Product Features Product Style and Design |
Products and Services Attributes |
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the characteristics of a product or service that bear on its ability to satisfy stated or implied customers needs |
Product Quality |
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are a competitive tool for differentiating a product from competitors' products and are assessed based on the value to the customer versus the cost to the company |
Product features |
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describes the appearance of the product |
Product Style |
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contributes to a product's usefulness as well as to its looks |
Product Design |
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is the name, term, sign, or design-or a combination of these-that identifies the maker or seller of a product or service |
Brand |
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involves designing and producing the container or wrapper for a product |
Packaging |
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identify the product or brand, describe attributes, and provide promotion |
Labeling |
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is a group of products that are closely related becausethey function in a similar manner, are sold to the same customer groups, aremarketed through the same types of outlets, or fall within given price rangesled_by_oem":false} |
Product Line |
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isthe number of items in the product line
•Linestretching •Linefilling |
Product Line Length |
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consistsof all the products and items that a particular seller offers for sale
»Width »Length »Depth »Consistency |
Product Mix |
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refersto the fact that services cannot be seen, tasted, felt, heard, or smelledbefore they are purchased.
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Service Intangibility |
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refersto the fact that services cannot be separated from their providers.
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Service Inseparability |
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refers to the fact that service qualitydepends on who provides the services as well as when, where, and how they areprovided
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Service Variability |
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refers to the fact that services cannotbe stored for later sale or use
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Service Perishability |
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linksservice firm profits with employee and customer satisfaction
•Internalservice quality •Satisfiedand productive service employees•Greaterservice value •Satisfiedand loyal customers -Healthyservice profits and growth |
Service-Profit Chain |
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meansthat the service firm must orient and motivate its customer contact employeesand supporting service people to work as a team to provide customersatisfaction
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Internal Marketing |
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meansthat service quality depends heavily on the quality of the buyer-sellerinteraction during the service encounter
•Servicedifferentiation •Servicequality •Serviceproductivity |
Interactive Marketing |
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createsa competitive advantage from the offer, delivery, and image of the service
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Managing Service Differentiation |
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can include distinctive features |
Offer |
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can include more able and reliable customer contact people, environment, or process |
Delivery |
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can include symbols and branding |
Image |
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provides a competitive advantage by delivering consistently higher quality thanits competitors
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Managing Service |
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the differential effect that knowing the brand name has on customer response to the product or its marketing |
Brand Equity |
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Brandstrategy decisions include:
•Productattributes •Productbenefits •Productbeliefs and values |
Brand Positioning |
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Desirablequalities
1.Suggest benefits and qualities 2.Easy to pronounce, recognize, andremember 3.Distinctive 4.Extendable 5.Translatable for the global economy 6.Capable of registration and legalprotection.com |
Brand Name Selection |
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Manufacturer’sbrand
Privatebrand Licensedbrand Co-brand |
Brand Sponsorship |
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a brand created and owned by a reseller of a product or service |
Store/Private Brand |
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the practice of using the established brand names of two different companies on the same product |
Co-Branding |
