Product, Branding, And Packaging Decisions Ch 9

Front 1

core customer value

Back 1

basic problem solving that consumers are seeking

Front 2

associated services (or augmented product)

Back 2

nonphysical attributes of the product, including product warranties, financing, product support and after-sale service

Front 3

consumer products

Back 3

products and services used by consumers

Front 4

product mix

Back 4

complete set of all products offered by a firm

Front 5

product lines

Back 5

groups of products that consumers use together or think of as a part of similar products

Front 6

product category

Back 6

assortment of items that the customer sees as a reason substitute for another

Front 7

product mix breadth

Back 7

number of products within a product line

Front 8

brand

Back 8

name, feature, symbol, etc that identifies one seller's product from others

Front 9

stock keeping units (SKUs)

Back 9

individual items within each product category; smallest unit for inventory control

Front 10

brand equity

Back 10

set of assets and liabilities linked to a brand that add to or subtract from the value provided by product/service

Front 11

brand awareness

Back 11

measures how many consumers in a market are familiar with the brand and what it stands for through repeated exposures

Front 12

perceived value

Back 12

relationship between product/service benefits and costs

Front 13

brand association

Back 13

mental links consumer makes between key product attributes

Front 14

brand personality

Back 14

human characteristics associated with the brand (symbolic or self expressive)

Front 15

brand loyalty

Back 15

consumers will choose brand over others when purchasing product/service

Front 16

manufacturer brands (national brands)

Back 16

brands owned and managed by manufacturer

Front 17

private brand labels (store brand)

Back 17

developed and marketed by retailer and available only from that retailer

Front 18

generic

Back 18

sold without a brand name;usually in commodities market

Front 19

corporate brand (family brand)

Back 19

use of firms own corporate name to brand all its product lines and products

Front 20

coporate and product line brands

Back 20

combination of family brand and individual brand name to distinguish firms products

Front 21

individual brands

Back 21

individual brand for each firms products

Front 22

brand extension

Back 22

use of the same brand name for new products being introduced into markets

Front 23

brand dilution

Back 23

brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold

Front 24

cobranding

Back 24

marketing 2+ brands together on same package/promotion

Front 25

brand licensing

Back 25

arrangement between firms allowing one firm to use its brand name, symbol, logo,etc in exchange for a fee