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| which involve a pioneering effort by a firm that leads to the creation of an entirely new market |
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| which represent new offerings by the firm, but they become introduced into established markets |
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| which supplement an existing product line with new styles, models, features, or flavors |
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| Improvements or revisions of existing products |
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Definition
| which offer customers improved performance or greater perceived value |
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| which involves targeting existing products at new markets or segments |
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| which involves modifying products at new markets or segments |
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| a time of no sales revenue, negative cash flow, and high risk |
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| a time of rising customer awareness, extensive marketing expenditures, and rapidly increasing sales revenue |
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| a time time of rapidly increasing sales revenue, rising profits, market expansion, and increasing numbers of competitors |
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| a time of sales and profit plateaus, a shift from customer acquisition to customer retention, and strategies aimed at holding or stealing market share |
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| a time of persistnet sales and profit decreases, attempts to postpone the decline, or strategies aimed at harvesting or divesting the product |
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| Manufacturer versus private-label brands |
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| private-label brands are more profitable than manufacturer brands for the retailers that carry them |
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| a positive attitude toward a brand that causes customers to have a consistent preference for that brand over all other competing brands in a product category |
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| the value of a brand or the marketing and financial value associated with a brand's posistion in the marketplace |
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| branding strategies, such as co-branding or brand licensing that involve developing close relationships with other firms |
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| is a combination of name, symbol, term, and/or design that indentifies a specidic product |
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| exists when a customer know about the barnd and is considering it as one of the several alternatives in the evoked set |
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| is a stronger degree of brand loyalty where a customer prefers one brand to competitive brands and will usually purchase this brand if it is available |
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| the strongest degree of brand loyalty, occurs when customers will go out of their way to find the brand and will accept no substitue |
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| involves a contractual agreement where a company permits an organization to use its brand on noncompeting products in exchange for a licensing fee |
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| lies at the heart of every organization in that it defines what the organization does and why it exists |
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