chapter 11 Flashcards
1
Q
What is a product?
A
A product is the item offered for sale.
2
Q
What is product mix breadth?
A
Number of product lines in a product mix
3
Q
What is product line depth?
A
Number of categories within a product line
4
Q
What is packaging? What are primary and secondary packaging?
A
An important brand element that has more tangible or physical benefits than other brand elements have.
Primary - Primary packaging separates your product from the consumer
Secondary - Secondary packaging secures various components and/or units.
5
Q
What is branding and what does it do?
A
Increases awareness and provides a way to differentiate from competitors
