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| A product's parts, quality level, features, design, brand, name, packaging and other attributes that combine to deliver core product benefits. |
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| A set of attributes and conditions buyers normally expect when they purchase a product. |
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| additional consumer services and benefits build around the core and actual products. |
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| encompasses all the possible augmentations and transformations the product might undergo in the future. |
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| The value of the brand based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks and channel relationships. |
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| A group of products that are closely related because they function in a similar manner, are sold to the similar customer groups, are marketing through the same types of outlet, or fall within given price ranges. |
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| Setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features and competitors' prices. |
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| Increasing the product line by lengthening it beyond its current range. |
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| A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product. If the strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers. |
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| A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members to induce them to carry the product and to promote it to final consumers. |
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The tendency of people to screen out most of the information to which they are exposed. |
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The tendency of people to adapt information to personal meanings |
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| The tendency of people to retain only part of the information to which they are exposed, usually information that supports their attitudes or beliefs |
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