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| describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline. |
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| consists of the entire product category or industry. |
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| consists of the variations of a product within the product class. |
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| a strategy that alters one or more of a product’s characteristic, such as its quality, performance, or appearance, to increase the product’s value to customers and increase sales. |
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| a strategy in which a company tries to find new customers, increase a product’s use among existing customers, or create new use situations. |
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| involves adding value to the product (or line) through additional features or higher-quality materials. |
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| involves reducing the number of features, quality, or price. |
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| a marketing decision in which an organization uses a name, phrase, design, or symbols, or combination of these to identify its products and distinguish them from those of competitors |
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| any word, device (design, shape, sound, or color), or combination of these used to distinguish a seller’s goods or services. |
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| a commercial, legal name under which a company does business |
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| identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it |
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| a set of human characteristics associated with a brand name. |
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| the added value a brand name gives to a product beyond the functional benefits provided. |
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| a contractual agreement whereby one company (licensor) allows its brand name(s) or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee. |
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| a branding strategy in which a company uses one name for all its products in a product class |
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| a branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment. |
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| a branding strategy used when a company manufactures products but sells them under the brand name of a wholesaler or retailer. Also called private labeling or reseller branding. |
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| a branding strategy where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market |
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| a component of a product that refers to any container in which it is offered for sale and on which label information is conveyed. |
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| an integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients. |
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| a statement indicating the liability of the manufacturer for product deficiencies. |
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| product life cycle- intro stage |
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Definition
| stimulate trial, primary demand, selective demand, skimming strategy, penetration pricing |
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