marketing test 2 part 6
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Created by:
alexlrector on March 27, 2011
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27 terms
Terms | Definitions |
|---|---|
 investment risk | the potential of losing ones money and time should a new offering fail |
| opportunity risk | the potential loss of revenue a company risks when it chooses an alternative course of action such as launching a different offering |
| quality function deployment | a specific process for designing new offerings that begins by specifying a customers requirements and then designing a product to meet those needs |
| alpha testing | the testing of a product in a laboratory setting |
| beta testing | the testing of a product by real customer in the customers location |
| rolling launch | introducing a new offering across markets one by one in order to workout any challenges or problems related to marketing and supporting the offerings |
| market test | the test launch of a products complete marketing plan to ensure that it reaches buyers, gets positive reactions, and generates sales of the product |
| brand manager | a person responsible for all business decisions regarding offerings within one brand. |
| product manager | someone with business responsibility for a particular product or product line |
| category manager | someone responsible for managing a broad group of products that may belong to multiple manufacturers |
| market manager | someone responsible for managing efforts within a particular market, such as a geographic market or another grouping of customers into a market |
| vertical market | b2b customers that compose a particular industry, such as the health care industry |
| impulse offering | an offering that is purchased on impulse, without prior planning |
| shopping offering | an offering for which the consumer will make an effort to compare various firms offering and select a brand |
| specialty offering | an offering that is highly differentiated from other offering and is designed to satisfy a similar need or want |
| unsought offering | an offering consumers dont typically shop for until it is needed. |
| capital equipment offering | tangible equipment business purchases that are depreciated |
| raw materials offering | raw material products firms offer other firms so they can make a product or provide a service |
| manufactured material | a material that has been processed into a finished good but is not a standalone product |
| original equipment manufacturer | a company that assembles and manufactures a producy into its final form |
| oem offerings or components | products, or parts, sold by one manufacturer to another that get built into a final product without further modification |
| maintenance, repair, and operations | offerings used to maintain, repair and operate the physical assets of an organization |
| line depth | the number of variations in a single product linr |
| line extension | a new idea or offering that occurs when a company comes out with another model based on the same platform and brand as one of its other products |
| line breadth | the number of different, or distinct, product lines offered by a company |
| product mix | the entire assortment of products that a firm offers |
| convenience offering | low-priced, frequently purchased products and services that require little shopping effort |
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