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16 Cards in this Set

  • Front
  • Back
Brand
is a name , symbol or design that identifies the goods or services of one seller and distinguishes them from those of the competitor
Trademark
is a brand that has been given exclusive legal protection for both the brand name and the pictorial design.
Convenience good and services
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
Shopping Goods and Services
- 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
Specialty Goods and Services
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
Unsought Goods and Services
- 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
Manufacturers’ Brand Names
(National Brand)
Knockoff Brands
illegal copies of national brand name goods
Dealer (private) Brands
carry the name of distributor of retailer instead
Generic –
product category, nylon, escalator....Xerox, Styrofoam
Brand Equity
Combination of factors, including awareness, loyalty, percieved quality, the feeling and images, and any other emotion people associate with a brand name
Brand Loyalty
the degree to which customers are satisfied, like the brand, and are committed to further purchases
Brand awareness
how easily or quickly a given brand name comes to mind when a product category is mentioned
Brand preference
consumers prefer one brand over another
Brand manager
direct responsibility from one brand or one product line
o Marketing Mix
o Better control of new product development and promotion
Packaging
(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.