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34 Cards in this Set
- Front
- Back
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sustainable competitive advantage |
value-creating position that is likely to endure over time |
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product life cycle |
detailed picture of what happens to a specific products sales and profit over time |
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brand |
verbal and or symbolic means of identifying a product |
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brand image |
overall performance of a brand |
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brand name |
brand that can be spoken |
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brandmark |
brand that cannot be spoken |
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trademark |
legal term indicating that a firm has exclusive rights to use a brand to promote of product |
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service mark |
legal term indicating that a company has the exclusive right to use a brand to identify a service |
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warranty |
a promise written or unwritten that a product will perform at a certain level or meet certain standards |
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public strategy |
the way the product component of the marketing mix is used to achieve a firms objective |
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product item |
lowest common denominator in the product mix- the individual item |
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product line |
sum of related individual product items |
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product mix |
collection of a firms total product lines |
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product mix consistency |
similarity of product lines in a product mix |
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product |
total bundle of satisfaction |
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patent |
registered exclusive right of an inventor to make use or sell an invention |
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utility patent |
registered protection for a new or improved process machine or product |
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design patent |
registered protection for the appearance of a product and its inseparable parts |
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planet patent |
registered protection for any distinct new variety of living plant |
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copyright |
exclusive right of creator to reproduce publish perform display or sell his or her own works |
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trade dress |
elements of a firm distinctive image not protected by a trademark patent or copyright |
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supply chain management |
system of management that integrate and coordinates the ways in which the firm finds the raw materials to make a products |
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merchant middlemen |
intermediaries that take ownership of the goods they distribute |
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agents/brokers |
intermediaries that do not take ownership of the goods they distribute |
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distribution |
physical movement of products and establishment of intermediary relationships to support such movement |
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channel of distribution |
relationships established to guide the movement of a product |
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physical distribution |
physical relocation of products |
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direct channel |
distribution system without intermediaries |
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indirect channel |
distribution system with one or more intermediaries |
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dial distribution |
distribution system that involves more than one channel |
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common carriers |
transportation intermediaries available for hire to general public |
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contact carriers |
transportation intermediaries that contact with individual shippers |
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private carriers |
transport owned by shippers |
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third-party logistics firm ( 3PL ) |
company that provides transportation and distribution services to firms that prefer to focus their efforts on their primary operations |
