Mkt Chp 9

Front 1

What are the three steps in managing products? (in order)

Back 1

develop product objectives-> design a product strategy-> make tactical product decisions

Front 2

To be effective, product-related objectives must be
_______, ___&____, ______,
and include a ____________.

Back 2

measurable/clear and
unambiguous/feasible/specific time frame
**note value-orietned NOT one*

Front 3

A firm’s total product offering designed to satisfy a single need or desire of a
group of target customers.

Back 3

Product Line

Front 4

Adding new, lower quality/price items to an existing product line.

Back 4

Downward Line stretch

Front 5

The loss of sales of an
existing brand when a new item in a product line or product family is introduced.

Back 5

Cannibalization

Front 6

Quality is __________

Back 6

perceived!

Front 7

A Japanese philosophy that translates customers’feelings into design elements.

Back 7

Kansei Engineering

Front 8

A mgt philosophy that focuses on satisfying customers thru empowering employees to be an active part of continuous quality improvement.

Back 8

Total Quality Management (TQM)

Front 9

Criteria developed by the International Org for Standardization to regulate product quality in Europe.

Back 9

ISO 9000

Front 10

Standards for the International Org for Standardization concerned with “environmental management”aimed at minimizing harmful effects on the environment.

Back 10

ISO 14000

Front 11

In ____, Congress established the _________________to recognize excellence in US firms.

Back 11

1987/Malcolm Baldrige National Quality Award

Front 12

A concept that explains how products go through 4 distinct stages from birth to death: introduction, growth, maturity, and decline.

Back 12

Product Life Cycle (PLC)
**note subsistence not a stage**

Front 13

Which stage of a product life cycle do sales decrease?

Back 13

Maturity

Front 14

Which stage of a product life cycle do profits increase?

Back 14

introduction

Front 15

In the marketing mix graph, what happens when marketing communications and maturity intersect?

Back 15

reminder advertising

Front 16

A name, term, symbol, or any other unique element of a product that identifies one firm’s product(s) and sets them apart from the competition

Back 16

Brand

Front 17

"____" brand names are easy to say, spell, read, and remember

Back 17

good

Front 18

Brand names should “fit”in four ways:

Back 18

the target market, the product’s benefits, the customer’s culture, and legal requirements.

Front 19

What are the four elements of brand equity?

Back 19

brand name awareness, brand loyalty, percieved brand quality, brand associations
**NOT satisfaction**

Front 20

What is the highest form of brand attachment according to the text?

Back 20

Consumer brand resonance

Front 21

A customer’s favorable attitude toward a specific brand.

Back 21

Brand Loyalty

Front 22

The 3 degrees of brand loyalty include:

Back 22

recognition, preference, insistence

Front 23

Ultimate customer loyalty according to R.Oliver emerges

Back 23

as a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effect.

Front 24

“…the degree to which the consumer fights off competitive overtures on the basis of his or her allegiance to the brand and not on the basis of marketer-generated information.”

Back 24

Fortitude

Front 25

Satisfaction -->

Back 25

loyalty

Front 26

A new product sold with the same brand name as an existing brand.

Back 26

Brand Extensions

Front 27

Brands that a manufacturer of the products owns

Back 27

National or Manufacturer Brands
ex. Black and Decker

Front 28

Brands that are owned and sold by a certain retailer or distributor

Back 28

Private-Label Brands
ex. Sam's Choice

Front 29

Factors to consider when deciding on a brand name include:
A. The name should be ___ for ___buyers to say, spell, and recall.
B. The brand name should indicate the__________,and, if possible,should suggest in a positive way the
product’s ________________.
(e.g., Gleam toothpaste).
C. The brand should be ______ to support_______.
D. A brand should be designed so that it can be _____ and _______in all types of
media.

Back 29

A. Easy/ALL
B. product’s major benefit/uses and special characteristics
C.distinctive/differentiation
D.Used/recognized

Front 30

The covering or the container for a product that provides product protection, facilitates product use and storage, and supplies important marketing communication.

Back 30

Package

Front 31

Starting in ________, the FDA will also require that all food labels list the amount of _____________, directly under the line for _________________.

Back 31

January 2006/trans fat in the food/saturated fat content