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Understanding Business: Chapter 14
N/A
38
Accounting
Undergraduate 1
06/01/2009

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Term
value
Definition
Good quality at a fair price. When consumers calculate the value of a product, they look at the benefits and then subtract the cost to see if the benefits exceed the costs.
Term
total product offer
Definition
Everything that consumers evaluate when deciding whether to buy something; also called a value package.
Term
product line
Definition
A group of products that are physically similar or are intended for a similar market.
Term
product mix
Definition
The combination of products lines offered by a manufacturer.
Term
product differentiation
Definition
The creation of real or perceived product differences.
Term
convenience goods and services
Definition
Products that the consumer wants to purchase frequently and with a minimum of effort.
Term
shopping goods and services
Definition
Those products that the consumer buys only after comparing value, quality, price, and style from a variety of sellers.
Term
specialty goods and services
Definition
Consumer products with unique characteristics and brand identity. Because these products are perceived as having no reasonable substitute, the consumer puts forth a special effort to purchase them.
Term
unsought goods and services
Definition
Products that consumers are unaware of, haven't necessarily thought of buying, or find that they need to solve an unexpected problem.
Term
industrial goods
Definition
Products used in the production of other products. Sometimes called business goods or B2B goods.
Term
brand
Definition
A name, symbol, or design (or combination thereof) that identifies the goods or services of one seller or group of sellers and distinguishes them from the goods and services of competitors.
Term
trademark
Definition
A brand that has been given exclusive legal protection for both the brand name and the pictorial design.
Term
manufacturers' brand names
Definition
The brand names of manufacturers that distribute products nationally.
Term
dealer (private-label) brands
Definition
Products that don't carry the manufacturer's name but carry a distributor or retailer's name instead.
Term
generic goods
Definition
Nonbranded products that usually sell at a sizable discount compared to national or private-label brands.
Term
knockoff brands
Definition
Illegal copies of national brand-name goods.
Term
brand equity
Definition
The combination of factors-such as awareness, loyalty, perceived quality, images, and emotions-that people associate with a given brand name.
Term
brand loyalty
Definition
The degree to which customers are satisfied, like the brand, and are committed to further purchase.
Term
brand awareness
Definition
How quickly or easily a given brand name comes to mind when a product category is mentioned.
Term
brand association
Definition
The linking of a brand to other favorable images.
Term
brand manager
Definition
A manager who has direct responsibility for one brand or one product line; called a product manager in some firms.
Term
product screening
Definition
A process designed to reduce the number of new-product ideas being worked on at any one time.
Term
product analysis
Definition
Making cost estimates and sales forecasts to get a feeling for profitability of new-product ideas.
Term
concept testing
Definition
Taking a product idea to consumers to test their reactions.
Term
commercialization
Definition
Promoting a product to distributors and retailers to get wide distribution, and developing strong advertising and sales campaigns to generate and maintain interest in the product among distributors and consumers.
Term
product life cycle
Definition
A theoretical model of what happens to sales and profits for a product class over time. m
Term
target costing
Definition
Designing a product so that it satisfies customers and meets the profit margins desired by the firm.
Term
competition-based pricing
Definition
A pricing strategy based on what all the other competitors are doing. The price can be set at, above, or below competitors' prices.
Term
price leadership
Definition
The procedure by which one or more dominant firms set the pricing practices that all competitors in an industry follow.
Term
break-even analysis
Definition
The process used to determine profitability at various levels of sales.
Term
total fixed costs
Definition
All the expenses that remain the same no matter how many products are made or sold.
Term
variable costs
Definition
Costs that change according to the level of production.
Term
skimming price strategy
Definition
Strategy in which a new product is priced high to make optimum profit while there's little competition.
Term
penetration strategy
Definition
Strategy in which a product is priced low to attract many customers and discourage competition.
Term
everyday low pricing (EDLP)
Definition
Setting prices lower than competitors and then not having any special sales.
Term
high-low pricing strategy
Definition
Setting prices that are higher than EDLP stores, but having many special sales where the prices are lower than competitors'.
Term
bundling
Definition
Grouping two or more products together and pricing them as a unit.
Term
psychological pricing
Definition
Pricing goods and services at price points that make the product appear less expensive than it is.
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