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14 Cards in this Set

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  • Back
Reasons for resistance of a product
Usage barriers, value barriers, risk barriers, psychological barriers
manages the marketing efforts for a close-knit family of products or brands
brand manager
altering a product's characteristic to increase product's valueoto custoemrs and increase sales
product modification
tries to find new customers, increase a product's use among existing customers, create new use situaiotn
market modification
changes the place a product occupies in a consumer's mind relative to competitive products
product repositioning `
adding value to the product through additional features or higher-quality materials
trading up
reducing the nubmer of features, quality, or price
trading down
downsizing
reducing the package content without changing package size and maintain or increasing the pacakge price
Picking a good brand name
-should suggest product benefits
-should be memroable, distinctive, and positive,
-should fit the company or product image
-should have no legal or regulatory restrictions
-should be simple
Brand strategies
1. multiproduct branding
2. multi-branding
3. private branding
4. mixed branding
multiproduct branding
company uses one name for all its products in a product class
-product line extensions: using a current brand name to enter a new market segment
-brand extension: using a curren brand name to enter a different product class
Multi-branding
invovles giving each product a distinct name
Private branding
manufactures products but sells them under the brand name of a wholesaler or retailer
mixed branding
firm markets products under its own name and that of a resller because the segment attracted to the reseller is different from its own market