Chapter 12 Flashcards

1
Q

Marketing mix

A

All the activities that go into marketing a good or service: product, price,
promotion, place.

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2
Q

Unique selling point (USP)

A

The special feature of a product that differentiates it from the products of
competitors.

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3
Q

Brand name

A

The unique name of a product that distinguishes it from other brands

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4
Q

Brand image

A

The identity of a product that consumers can recognise and which gives it a
‘personality’ distinct from other products.

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5
Q

Packaging

A

The physical container or wrapping used for a product

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6
Q

Product life cycle

A

The stages the sales of a product pass through from introduction, growth,
maturity to decline.

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7
Q

Extension strategy

A

A way of keeping a product at the maturity stage of the life cycle and extending
the cycle.

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