MGKT Chapter 10 pt 2

  1. 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
  2. product mix width
    the number of product lines an organization offers
  3. product line dept
    the number of product items in a product line
  4. product modification
    changing one or more of a product's characteristics
  5. brand
    a name, term, symbol, design or combination thereof that identifies a seller's products and differentiates them from competitor's products
  6. brand name
    that part of a brand that can be spoken, including letters, words and numbers
  7. brand mark
    the elements of a brand that cannot be spoken
  8. brand equity
    the value of company and brand names
  9. 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
  10. brand loyalty
    a consistent perference for one brand over all others
  11. generic product
    a no-frills, no brand name, low-cost product that is simply identified by its product category
  12. manufacturer's brand
    the brand name of a manufacturer
  13. private brand
    a brand name owned by a wholesaler or a retailer
  14. captive brand
    a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiillation
  15. individual branding
    using differnt brand names for differnt products
  16. family brand
    marketing several diffent products under the same brand name
  17. cobranding
    placing tow or more brand names ona product or its package
  18. trademark
    the exclusive right to use a brand or part of a brand
  19. service mark
    a trademark for a service
  20. generic product name
    identifies a product by class or type and cannot be trademarked
  21. persuasive labeling
    a type or package labeling that focuses on a promotional theme or logo, and consumer information is secondary
  22. informational labeling
    a type of package labeling designed ot help consumers make proper product selections and lower their cognitive dissonance after the purchase
  23. 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
  24. warranty
    a confirmation of the quality or performance of a good or service
Card Set
MGKT Chapter 10 pt 2
terms left out of chapter 10