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16 Cards in this Set
- Front
- Back
Brand
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is a name , symbol or design that identifies the goods or services of one seller and distinguishes them from those of the competitor
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Trademark
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is a brand that has been given exclusive legal protection for both the brand name and the pictorial design.
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Convenience good and services
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products that the consumer wants to purchase frequently and with a minimum amount of effort
o examples: candy, snacks, and banking o Location: brand awareness, and image are important for marketers o Make products readily available and create proper image |
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Shopping Goods and Services
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- Shopping Goods and Services – those products that the consumer buys only after comparing value, quality, and price from a variety of sellers
o sold largely through shopping centers where consumers can comparison shop o ex. clothes, shoes, appliances o Good price, quality, and services |
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Specialty Goods and Services
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products that have a special attraction to consumers who are willing to go out of their way to obtain them
o marketed through specialty magazines o Specialty Skis, Rollerblade o Advertising that reaches a special market segment |
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Unsought Goods and Services
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- products that consumers are unaware of, havent necessarily thought of buying, or find that they need to solve an uexpected problem
o Emergency car towing services, burial plot, insurance o Personal selling |
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Manufacturers’ Brand Names
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(National Brand)
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Knockoff Brands
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illegal copies of national brand name goods
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Dealer (private) Brands
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carry the name of distributor of retailer instead
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Generic –
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product category, nylon, escalator....Xerox, Styrofoam
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Brand Equity
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Combination of factors, including awareness, loyalty, percieved quality, the feeling and images, and any other emotion people associate with a brand name
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Brand Loyalty
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the degree to which customers are satisfied, like the brand, and are committed to further purchases
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Brand awareness
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how easily or quickly a given brand name comes to mind when a product category is mentioned
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Brand preference
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consumers prefer one brand over another
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Brand manager
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direct responsibility from one brand or one product line
o Marketing Mix o Better control of new product development and promotion |
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Packaging
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(one of the other P’s in the Marketing Mix, the “5th P”)
- Changes the product by changing its visibility, usefulness, or attractiveness - Can change and improve its basic product (salt) easy-pour packaging - More attractive to retailers (UPC codes, inventory management. |