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Definition
| A name, term, sign, symbol, or design, or a combination of these, intened to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. |
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Definition
| The positive differential effect that knowing the brand name has on customer response to the product or service. |
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Definition
| Using a successful brand name to launch a new or modified product in a new category. |
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Definition
| The practice of using the established brand names of two different companies on the same product. |
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Definition
| Product bought by final consumer for personal consumption. |
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Definition
| Consumer product that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. |
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Definition
| Product bought by individuals and oranizations for further processing or for use in conducting a business. |
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Term
| Interactive marketing 228 |
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Definition
| Marketing by a service firm that recognizes that perceived service quality depends heavily on the quality of buyer-seller interaction. |
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Definition
| Marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction. |
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Definition
| Using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes. |
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Definition
| The activities of designing and producing the container or wrapper for a product. |
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Term
| Private brand (or store brand) 218 |
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Definition
| A brand created and owned by a reseller of a product or service. |
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Definition
| Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. |
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Definition
| A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. |
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Term
| Product mix (or product portfolio) 213 |
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Definition
| The set of all product lines and items that a particular seller offers for sale. |
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Definition
| The ability of a product to perform its functions; it includes the product's overall durability, reliability, precision, ease of operation and repair, and other valued attributes. |
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Definition
| Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. |
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Term
| Service inseparability 224 |
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Definition
| A major characteristic of services--they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. |
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| Service intangibility 223 |
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Definition
| A major characteristic of services--they cannot be seen, tasted, felt, heard, or smelled before they are bought. |
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| Service perishability 224 |
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Definition
| A major characteristic of services--they cannot be stored for lated sale or use. |
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Term
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Definition
| The chain that links service firm profits with employee and customer satisfaction. |
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Definition
| A major characteristic of services--their quality may vary greatly, depending on who provides them and when, where, and how. |
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Definition
| Consumer good that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price, and style. |
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Definition
| The design, implementation, and control or programs seeking to increase the acceptability of a social idea, cause, or practice among a target group. |
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Definition
| Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. |
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Definition
| Consumer product that the consumer either does not know about or knoews about but does not normally think of buying. |
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