 | Term | Definition |
| |
Brand |
A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors |
| |
Brand equity |
The positive differential effect that knowing the brand name has on customer response to the product or service |
| |
Brand extension |
using a successful brand name to launch a new or modified product in a new category |
| |
Co-branding |
The practice of using the established brand names of two different companies on the same product |
| |
Consumer product |
Product bought by final consumer for personal consumption |
| |
Convenience product |
Consumer product that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort |
| |
Industrial product |
Product bought by individuals and organizations for further processing or for use in conducting a business |
| |
Interactive marketing |
Marketing by a service firm that recognizes that perceived service quality depends heavily onthe quality of buyer-seller interaction |
| |
Internal marketing |
marketing by a service firm to train and effectivelly motivate its customer-contact emplyees and all the supporting service people to work as a team to provide customer satisfaction |
| |
line extension |
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 |
| |
packaging |
The activities of designing and producting the container or wrapper for a product |
| |
Private brand (store brand) |
A brand created and owned by a reseller of a product or service |
| |
Product |
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need |
| |
Product line |
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 |
| |
Product mix (product assortment) |
The set of all product lines and items that a particular seller offers for sale |
| |
Product quality |
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 |
| |
Service |
Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything |
| |
Service inseparability |
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 |
| |
Service intangibility |
A major characteristic of services- they cannot be seen, tasted, felt, heard, or smelled before they are bought |
| |
Service Perishability |
a major characteristic of services-they cannot be stored for later sale or use |
| |
Service-profit chain |
The chain that links service firm profits with employee and customer satisfaction |
| |
Service variability |
A major characteristic of services- thier quality may vary greatly, depending on who provides them and when, where, and how |
| |
Shopping product |
Consumer good that the customer, in the process of selection and purchase, characteristicall compares on such bases as suitability, quality, price, and style |
| |
Social marketing |
The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group |
| |
Specialty product |
Consumer product with unique characteristics or brand identificaton for which a significant group of buyers is willing to make a special purchase effort |
| |
Unsought product |
Consumer product that the consumer either does not know about or knows about but does not normally think of buying |
Share on Facebook
Share on MySpace