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Marketing Management
Principles of Marketing Kotler
14
Marketing
Undergraduate 2
01/17/2010

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Cards

Term
Actual Product
Definition
A product's parts, quality level, features, design, brand, name, packaging and other attributes that combine to deliver core product benefits.
Term
Expected product
Definition
A set of attributes and conditions buyers normally expect when they purchase a product.
Term
Augmented product
Definition
additional consumer services and benefits build around the core and actual products.
Term
potential product
Definition
encompasses all the possible augmentations and transformations the product might undergo in the future.
Term
Brand Equity
Definition
The value of the brand based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks and channel relationships. 
Term
Product Line
Definition
A group of products that are closely related because they function in a similar manner, are sold to the similar customer groups, are marketing through the same types of outlet, or fall within given price ranges.
Term
Product line pricing
Definition
Setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features and competitors' prices.
Term
product line stretching
Definition
Increasing the product line by lengthening it beyond its current range.
Term
Pull strategy
Definition
A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product. If the strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.
Term
Push strategy
Definition
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members to induce them to carry the product and to promote it to final consumers.
Term
Selective attention
Definition

The tendency of people to screen out most of the information to which they are exposed.

Term
selective distortion
Definition

The tendency of people to adapt information to personal meanings

Term
Selective retention
Definition
The tendency of people to retain only part of the information to which they are exposed, usually information that supports their attitudes or beliefs
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