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15 Cards in this Set
- Front
- Back
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what are the 4 types of consumer products
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1. convenience
2. shopping 3. specialty 4. unsought |
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T/F
Brand Name development is often outsourced to branding companies? |
True
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what are some basic characteristics of good names?
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easy to say, memorable, suggests product use, can be easily translated, evokes correct emotion
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common branding strategies (6)
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1. generic
2. manufacturer 3. private 4. individual 5. family 6. co-branding |
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3 functions of packaging
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1. contain and protect (functional)
2. promote-create image (perceptual benefit) 3. facilitating storage, use and convenience (value benefit) |
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2 functions of labeling
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1. persuasive labeling (focuses on promotion)
2. informational labeling |
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what are Universal Product Codes
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Barcodes, represent numbers and track products
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when going global, what are the 3 choices for handling brand names
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1. one brand name everywhere
2. adaptations and modifications 3. different brand names in different markets |
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What is the difference between a WARRANTY, EXPRESS WARRANTY, and IMPLIED WARRANTY?
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warranty- confirmation of the quality or performance of a good or service
express warranty- written guarantee implied - unwritten guarantee that good/service is fit for purpose it was sold. ALL SALES have an implied warranty under the Uniform commercial Code |
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Order of Products
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Mix, line, item
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Benefits of having product lines
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1. advertising economies of scale
2. package uniformity 3. standardized components 4. efficient sales and distribution 5. equivalent quality |
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product mix width
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number of product lines an organization offers
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product line depth
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the number of product items in a product line
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product line extension
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adding additional products to an existing product line in order to compete more broadly in the industry. (kraft 100-calorie packages)
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product modification
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1. quality modification (change quality to enter different markets)
2. functional modification (campbells soups in different sizes/microwavable and economy size. |
