Term
| What is the marketing mix made of ? |
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Definition
| Product, Place, Price,Promotion |
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Term
| What are the 5 characteristics of a product ? |
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Definition
| Product attributes, branding, packing, labeling, product support services |
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Term
| What are the four types of benefit given by a product ? |
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Definition
| Security, Comfort, Prestige, Privacy |
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Term
| What are the different kinds of consumer goods ? |
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Definition
| Convenience, Shopping, Specialty, Unsought |
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Term
| What are the four characteristics of a service ? |
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Definition
| Intangibility, Inseparability, , Variability, Perishability |
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Term
| How many gaps is there in the service quality model ? |
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Definition
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Term
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Definition
| Expected service by customer vs Perception of consumers' expectations by management |
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Term
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Definition
| Difference between perceived and expected service (customers not satisfied) |
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Term
| What is brand equity made of ? |
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Definition
The brand loyalty,
name awareness, perceived quality, product associations + intangible assets |
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Term
| What are the 4 branding decisions ? |
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Definition
| Brand-sponsor decision, Brand-name decision, Brand-strategy decision, Brand repositioning decision |
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Term
| What are the 4 types of brand names ? |
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Definition
| Individual, Family (blanket), Separate family names, company individual names |
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Term
| What is the product mix ? What is it made of ? |
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Definition
| The product mix is all the product lines offer, in terms of width (number of lines), length (number of products in the line) and depth (number of version of a product) |
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Term
| What is the difference between an agent and a broker ? |
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Definition
| Both bring the buyer and seller together. The agent is in partnership for the long term, the broker is contractual |
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