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business product (industrial product)
a product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to otehr customers
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product mix width
the number of product lines an organization offers
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product line dept
the number of product items in a product line
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product modification
changing one or more of a product's characteristics
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brand
a name, term, symbol, design or combination thereof that identifies a seller's products and differentiates them from competitor's products
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brand name
that part of a brand that can be spoken, including letters, words and numbers
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brand mark
the elements of a brand that cannot be spoken
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brand equity
the value of company and brand names
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global brand
a brand that obtains at least a third of its earnings form outside its home country, is reconizable outside its home base of customers and has publicly avialbe marketing and financial data
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brand loyalty
a consistent perference for one brand over all others
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generic product
a no-frills, no brand name, low-cost product that is simply identified by its product category
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manufacturer's brand
the brand name of a manufacturer
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private brand
a brand name owned by a wholesaler or a retailer
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captive brand
a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiillation
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individual branding
using differnt brand names for differnt products
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family brand
marketing several diffent products under the same brand name
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cobranding
placing tow or more brand names ona product or its package
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trademark
the exclusive right to use a brand or part of a brand
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service mark
a trademark for a service
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generic product name
identifies a product by class or type and cannot be trademarked
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persuasive labeling
a type or package labeling that focuses on a promotional theme or logo, and consumer information is secondary
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informational labeling
a type of package labeling designed ot help consumers make proper product selections and lower their cognitive dissonance after the purchase
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universal product codes (UPCs)
a series of thick and thin vertical lines (bar codes), readable by computerized optical scanners that represent numbers used to track products
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warranty
a confirmation of the quality or performance of a good or service
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