Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
16 Cards in this Set
- Front
- Back
adoption process |
Stages consumers go through in learning about a new product, trying it, and deciding whether to purchase it again. |
|
brand |
Name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from those of the competition. |
|
brand equity |
Added value that a respected, well-known brand name gives to a product in the marketplace. |
|
brand extension |
Strategy of attaching a popular brand name to a new product in an unrelated product category. |
|
brand insistence |
Consumer refusal of alternatives and extensive search for desired merchandise. |
|
brand licensing
|
Practice that expands a firm's exposure in the marketplace.
|
|
brand manager |
Marketer responsible for a single brand. |
|
brand mark |
Symbol or pictorial design that distinguishes a product. |
|
brand name |
Part of a brand, consisting of letters, numbers, or words, that can be spoken and that identifies and distinguishes a firm's offerings from those of its competitors. |
|
brand preference |
Consumer choice of a product on the basis of a previous experience. |
|
brand recognition |
Consumer awareness and identification of a brand. |
|
cannibalization |
Loss of sales of an existing product due to competition from a new product in the same line. |
|
captive brand |
National brand sold exclusively by a retail chain. |
|
category management |
Product management system in which a category manager with profit and loss responsibility oversees a product line. |
|
concept testing |
Method for subjecting a product idea to additional study before actual development by involving consumers through focus groups, surveys, in-store polling, and similar strategies. |
|
consumer innovator |
Someone who purchases a new product almost as soon as the product reaches the market. |