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21 Cards in this Set
- Front
- Back
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Brand
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A name, term, sign, symbol, design, or a combination of those that identify the products or services of one seller or group of sellers that differentiates them from the competitors.
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Brand Equity
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The differential effect that knowing the brand name has on customer response to the product or its marketing
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Consumer Good
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A product bought by final consumer for personal consumption
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Industrial product
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A product bought by individuals and organizations for further processing or for use in conducting business.
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Consumer Good -Convenience Product
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A consumer Product that customers usually buy frequently, immediately, and with a minimum of comparison and buying effort.
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Consumer Good - Shopping Product
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A consumer product that the customer, in the process of selection and purchase, usually compares on such bases as suitability, quality, price, and style.
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Consumer Good - Specialty Product
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A consumer product with unique characteristics or bran identification for which a significant group of buyers is willing to make a special purchase effort.
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Consumer Good - Unsought
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A consumer product that the consumer either does not know about or knows about but does not normally thing of buying.
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Product line
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A group of products closely related in function same customer groups and marketed through the same time of outlets.
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Product Mix
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The set of all product lines and items that a particular seller offers for ale.
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Product Line - Length, Depth, Width
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Width – the number of different product lines the company carries.
Length – total number of items the company carries within its product lines. Depth – the number of versions offered of each product in the line. |
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6 Desirable Qualities of a Brand name
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1) It should suggest something about the product's benefits and qualities.
2)It should be easy to pronounce, recognize, and Remember 3)The brand name should be distinctive. 4)It should be extendable 5)The name should translate easily into foreign languages. 6)It should be capable of registration and legal protection. |
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Brand Sponsorship - Private (Store Brands)
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A brand created and owned by a reseller of a product or service.
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Brand Sponsorship - Manufacturer (National)
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Created by a manufacturer
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Brand Sponsorship - Licensing
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When previously successful brands sell their brand name or symbol to other companies for a fee
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Brand Sponsorship - Co-Branding
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The practice of using the established brand names of two different companies on the same product.
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4 Characteristics of a Service
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Intangibility, Inseparability, Variability, Perishability.
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Services - Intangibility
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Services cannot be seen, tasted, felt heard, or smelled before purchase.
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Services - Inseparability
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they are produced and consumed at the same time and cannot be separated from their providers.
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Services - Variability
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their quality may vary greatly, depending on who provides them and when, where and how.
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Services - Perishability
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They cannot be stored for later sale or use.
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