Term
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Definition
| A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products. p. 253 |
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Term
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Definition
| The value of company and brand names. p. 253 |
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Term
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Definition
| The practice of introducing new varieties, flavours, formats, or products under a brand name that is already well established in the market. p. 95 |
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Term
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Definition
| A consistent preference for one brand over all others. p. 253 |
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Term
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Definition
| The elements of a brand that cannot be spoken. p. 253 |
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Term
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Definition
| That part of a brand that can be spoken, including letters, words, and numbers. p. 253 |
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Term
| business product (industrial product) |
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Definition
| A product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to other customers. p. 246 |
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Term
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Definition
| Placing two or more brand names on a product or its package. p. 256 |
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Term
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Definition
| A product bought to satisfy an individual’s personal wants. p. 246 |
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Term
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Definition
| A relatively inexpensive item that merits little shopping effort. p. 246 |
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Term
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Definition
| A written guarantee. p. 263 |
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Term
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Definition
| Marketing several different products under the same brand name. p. 2 |
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Term
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Definition
| Identifies a product by class or type and cannot be trademarked. p. 256 |
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Term
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Definition
| A brand where at least 20 percent of the product is sold outside its home country or region. p. 253 |
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Term
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Definition
| An unwritten guarantee that the good or service is fit for the purpose for which it was sold. p. 263 |
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Term
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Definition
| Using different brand names for different products. p. 253 |
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Term
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Definition
| A type of package labelling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase. p. 260 |
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Term
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Definition
| The brand name of a manufacturer. |
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Term
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Definition
| A type of package labelling that focuses on a promotional theme or logo; consumer information is secondary. p. 260 |
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Term
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Definition
| The practice of modifying products so that those that have already been sold become obsolete before they actually need replacement. p. 250 |
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Term
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Definition
| A brand name owned by a wholesaler or a retailer. p. 254 |
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Term
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Definition
| Everything, both favourable and unfavourable, that a person receives in an exchange. p. 246 |
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Term
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Definition
| A specific version of a product that can be designated as a distinct offering among an organization’s products. p. 248 |
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Term
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Definition
| A group of closely related product items. |
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Term
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Definition
| The number of product items in a product line. p. 249 |
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Term
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Definition
| Adding additional products to an existing product line in order to compete more broadly in the industry. p. 251 |
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Term
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Definition
| All products that an organization sells. p. 249 |
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Term
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Definition
| The number of product lines an organization offers. p. 249 |
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Term
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Definition
| Changing one or more of a product’s characteristics. p. 250 |
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Term
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Definition
| A trademark for a service. p. 256 |
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Term
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Definition
| A product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores. p. 247 |
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Term
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Definition
| A particular item for which consumers search extensively and for which they are very reluctant to accept substitutes. p. 248 |
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Term
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Definition
| The exclusive right to use a brand or part of a brand. p. 256 |
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Term
| universal product codes (UPCs, bar code) |
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Definition
| Series of thick and thin vertical lines, readable by computerized optical scanners, that represent numbers used to track products. p. 261 |
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Term
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Definition
| A product unknown to the potential buyer or a known product that the buyer does not actively seek. p. 248 |
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Term
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Definition
| UPCs See universal product codes. |
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Term
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Definition
| A confirmation of the quality or performance of a good or service. p. 263 |
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