Term
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Definition
| the need‑satisfying offering of a firm |
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Term
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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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Term
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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 a group of words or letters |
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Term
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Definition
| those words, symbols, or marks that are legally registered for use by a single company |
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Term
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Definition
| those words, symbols, or marks that are legally registered for use by a single company to refer to a service offering |
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Term
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Definition
| how well customers recognize and accept a company's brand |
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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‑‑even though intermediaries may use the brand name for identification and inventory control |
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Term
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Definition
| customers remember the brand |
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Term
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Definition
| target customers usually choose the brand over other brands, perhaps because of habit or favorable past experience |
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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
| a 1946 law that spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them |
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Term
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Definition
| purchased immediately when the need is great (ex. impromptu party, unexpected purchase) |
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Term
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Definition
| products that a customer feels are worth 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
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Definition
| a brand name that is used for several products |
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Term
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Definition
| a well-known brand that sellers pay a fee to use |
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Term
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Definition
| separate brand names used for each product |
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Term
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Definition
| products that have no brand at all other than identification of their contents and the manufacturer or middleman |
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Term
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Definition
| brands created by producers |
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Term
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Definition
| : brands created by intermediaries--sometimes referred to as private brands |
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Term
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Definition
| brands created by intermediaries--sometimes referred to as dealer brands |
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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 and protecting the product |
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Term
| Universal product code (UPC) |
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Definition
| special identifying marks for each product readable by electronic scanners |
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Term
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Definition
| what the seller promises about its product |
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Term
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Definition
| products meant for the final consumer |
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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 because of a strongly felt need |
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Term
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Definition
| consumer products that the customer really wants and makes a special effort to find |
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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 that potential customers don't yet want or know they can buy |
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