MKT 6301 - Marketing Management - F16
Terms in this set (16)
A name, term, sign, symbol, design ... differentiating product or seller from competitors
The added value to the customer knowledge and experience provided by the brand- affecting the firm's value.
Creating brand equity
extending an existing brand name to new product categories
Product Life Cycle
The stages through which goods and services move from the time they are introduced on the market until they are taken off the market.
Marketing mix influences
Values, beliefsand attitude
the process of creating a meaningful picture of the world.
You are exposed to 1500 ads a day. How many do you look at?
(Comprehension) - Interpreting info consistent with beliefs and attitudes
Remember strong points of products we already like. Take home product brochures
Individuals who exert direct or indirect social influence over others
sales grow rapidly when the product is first introduced and then fall to a "petrified" level.