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Marketing 309
Chapter 10
37
Marketing
Undergraduate 3
02/12/2013

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Term
Associated Services
Definition
The non-physical attributes of the product including product warranties, financing, product support, and after-sale service.
Term
Brand
Definition
The name, term , design, symbol, or any other features that identify one seller's good or service as distinct form those of other sellers.
Term
Brand Assoication
Definition
the mental links that consumers make between a brand and its key product attributes. Involve a logo, slogan or famous personality.
Term
Brand Awareness
Definition
Measures how many consumers in a market are familiar are familiar with the brand and what its stands for. Created through repeated exposures.
Term
Brand Dilution
Definition
Occurs when a brand extensions adversely affects consumer perceptions about the attributes the core brand is believed to hold.
Term
Brand Equity
Definition
The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.
Term
Brand Extension
Definition
The use of the same brand name for new products being introduced to the same or new markets.
Term
Brand Licensing
Definition
A contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee.
Term
Brand Loyalty
Definition
Occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
Term
Brand Personality
Definition
refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers
Term
Brand Repositioning
Definition
A strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences
Term
Breadth
Definition
Number of product lines offered by a firm
Term
Co-Branding
Definition
The practice of marketing two or more brands together on the same package or promotion.
Term
Consumer Product
Definition
Products and service used by people for their personal use.
Term
Convenience Products
Definition
Those for which the consumer is not willing to spend any effort to evaluate prior to purchase.
Term
Copycat Brands
Definition
Mimic a manufacturer's brand in appearance but with generally lower quality and service.
Term
Core Customer Value
Definition
The basic problem solving benefits that consumers are seeking.
Term
Depth
Definition
The number of categories within a product line.
Term
Exclusive co-brand
Definition
Developed by national brand vendor and retailer and sold only by that retailer
Term
Family Brands
Definition
A firm's own corporate name used to brand its product line and products
Term
Generic Brands
Definition
No-frills products offered at a low price without any branding information.
Term
Green Products
Definition
An ecologically safe product that may be recyclable, biodegradable, more energy-sufficient, and better pollution controls.
Term
Individual Brands
Definition
the use of individual brand names for each of a firm's products
Term
Licensed Brand
Definition
An agreement allows one brand to use another's name, image, or logo.
Term
Line Extension
Definition
The use of the same brand name within the same product line and represents an increase in a product line's depth
Term
Manufacture Brands
Definition
brands owned and managed by the manufacturer
Term
Perceived Value
Definition
the relationship between a product's or service's benefits and cost.
Term
Premium Brands
Definition
A branding strategy that offers consumers a private label of comparable or superior quality to a manufacture brand.
Term
Primary Package
Definition
The packaging the consumer uses, such as the toothpaste tube, from which he or she typically seeks convenience in terms of storage, use, and consumption.
Term
Private-Label Brands
Definition
Brands developed and marketed by a retailer and available only from that retailer.
Term
Product
Definition
anything that is of value to a consumer and can be offered through a voluntary marketing exchange.
Term
Product Lines
Definition
groups of associated items, such as those that consumers use together or think of as part of a group of similar products.
Term
Product Mix
Definition
The complete set of all products offered by a firm.
Term
Secondary Package
Definition
The wrapper or exterior carton that contains the primary package and provides the UPC label used by retail scanners.
Term
Shopping Products/Services
Definition
Those for which consumers will spend time comparing alternatives such as apparel, fragrances, and appliances
Term
Specialty Products
Definition
Products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers.
Term
Unsought Products
Definition
Products or services consumers either do not normally think of buying or do not know about.
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