Term
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Definition
| the need-satisfying ooffering of a firm |
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Definition
| a product's ability to satisfy a customer's needs or requirements |
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Term
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Definition
| the set of all product lines and individual products that a firm sells |
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Definition
| a set of individual products that are closely related |
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Term
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Definition
| a particular product within a product line |
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Term
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Definition
| the use of a name, term, symbol, or design- or a combination of these-to identify a product |
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Term
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Definition
| a word, letter, or group of words or letters (AOL, WD-40, Post-its) |
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Term
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Definition
| includes only words, symbols, or marks that are legally registered for use by a single company |
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Term
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Definition
| same as a trade mark but it refers to a service offering |
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Term
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Definition
| means how well customers recognize and accept a company's brand. |
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Term
| Five levels of brand familiarity |
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Definition
| (1) rejection (2) non-recognition (3) recognition (4) preference (5) insistence |
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Term
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Definition
| potential customers won't buy a brand unless its image is changed |
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Term
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Definition
| final customers don't recognize a brand at all |
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Term
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Definition
| customers remember the brand |
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Term
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Definition
| means the target customers usually choose the brand over other brands |
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Term
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Definition
| customers insist on a firm's branded product and are willing to search for it |
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Term
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Definition
| the value of a brand's overall strength in the market. |
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Term
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Definition
| spells out what kinds of marks can be protected and the exact method of protecting them. |
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Term
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Definition
| the same brand name for several products |
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Term
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Definition
| kind of family brand that is well known and sellers pay a fee to use |
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Term
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Definition
| seperate brand names for each product |
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Term
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Definition
| products that have no brand at all other than the identification of their contents and the manufacturer or intermediary |
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Term
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Definition
| brands created by producers |
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Term
| Dealer brands/ Private Brands |
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Definition
| brands created by intermediaries (Craftsman and Kenmore (Sears)) |
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Term
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Definition
| the competition between dealer brands and manufacturer brands |
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Term
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Definition
| promoting, protecting, and enhancing the product |
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Term
| Universal Product code (UPC) |
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Definition
| identifies each product with marks readable by electronic scanners |
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Term
| Federal Fair Packaging and Labeling Act of 1966 |
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Definition
| requires that consumer goods be clearly labeled in easy-to-understand terms to give consumers more information |
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Term
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Definition
| what the seller promises about its product |
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Term
| Magnuson-Moss Act (of 1975) |
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Definition
| says that producers must provide a clearly written warranty if they choose to offer any warranty |
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Term
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Definition
| products meant for the final customer |
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Term
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Definition
| products meant for use in producing other products |
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Term
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Definition
| products a consumer needs but isn't willing to spend much time or effort shopping for |
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Term
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Definition
| products that are bought often, routinely, and without much thought |
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Term
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Definition
| products that are bought quickly-as unplanned purchases |
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Term
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Definition
| products that are purchased immediately when the need is great |
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Term
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Definition
| products that a customer feels are with the time and effort to compare with competing products |
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Term
| Homogeneous shopping products |
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Definition
| shopping products the customer sees as basically the same and wants the lowest price |
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Term
| Heterogeneous shopping products |
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Definition
| shopping products the customer sees as different and wants to inspect for quality and suitability |
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Term
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Definition
| consumer products that the customer sees as different and wants to inspect for quality and suitability |
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Term
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Definition
| products that potential customers don't yet want or know they can buy |
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Term
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Definition
| products offering really new ideas that potential customers don't know about yet |
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Term
| Regularly unsought products |
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Definition
| products-like gravestones, life insurance, and encyclopedias, that stay unsought but not unbought forever |
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Term
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Definition
| the demand for business products derives from the demand for final consumer products |
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Term
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Definition
| a product whose total cost is treated as a business expense in the year it's purchased |
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Term
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Definition
| a long-lasting product that can be used and depreciated for many years |
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Term
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Definition
| a class of business products: buildings, land rights, and major equipment |
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Term
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Definition
| a class of business products:short lived capital items - tools and equipment used in production or office activities |
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Term
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Definition
| a class of business products:unprocessed expense items |
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Term
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Definition
| a type of raw material grown by farmers |
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Term
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Definition
| a type of raw material that occurs in nature |
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Term
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Definition
| processed expense items that become part of a finished product |
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Term
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Definition
| expense items that do not become part of a finished product |
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Term
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Definition
| (1) maintenance (2) repair (3) operating supplies |
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Term
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Definition
| specialized services that support a firm's operations |
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