Marketing

Card Set Information

Author:
rebekaheh
ID:
50006
Filename:
Marketing
Updated:
2010-11-16 17:39:49
Tags:
Chapter Eleven
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Description:
Managing Products, Services, and Brands
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  1. Describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline
    Product Life Cycle
  2. is a marketing decision by an organization to use a name, phrase, design, or symbols, or combination of these to identify its products and distinguish them from those of competitiors
    Branding
  3. is any word, device (design, shape, sound, or color), or combination of these used to distinguish a seller's goods or services
    Brand name
  4. is a set of human characteristics associated with a brand name
    Brand personality
  5. is the added value a given brand name gives to a product beyond the functional benefits provided
    Brand equity
  6. is a branding strategy in which a company uses one name for all its products in a product class
    Multiproduct Branding
  7. is a branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment
    Multibranding
  8. Is a component of a product that refers to any container in which it is offered for sale and on which label information is displayed
    Packaging
  9. integrates the service component of the marketing mix with efforts to influence consumer demand
    Capacity management
  10. Involves charging different prices during different times of the day or days of the week to reflect variations in demand for the service
    Off-peak pricing

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