Chapter 12 Flashcards
Brand
name, term, sign, symbol, design, or some combination that identifies the products of one company and differentiates them from competitors’ offerings.
Brand Equity
added value that a respected and successful name gives to a product.
Brand Name
part of the brand consisting of words or letters included in a name used to identify and distinguish the company’s offerings from those of competitors.
Category Advisor
vendor that is designated by the business customer as the major supplier to assume responsibility for dealing with all the other vendors for a project and presenting the entire package to the business buyer.
Distribution Channels
path that products—and legal ownership of them—follow from producer to consumers or business user.
Distribution Strategy
deals with the marketing activities and institutions involved in getting the right good or service to the company’s customers.
Logistics
process of coordinating the flow of goods, services, and information among members of the supply chain.
Physical Distribution
actual movement of products from producer to consumers or business users.
Product
bundle of physical, service, and symbolic characteristics designed to satisfy consumer wants.
Product Life Cycle
four basic stages—introduction, growth, maturity, and decline—through which a successful product progresses.
Product Line
group of related products marked by physical similarities or intended for a similar market.
Product Mix
the assortment of product lines and individual goods and services that a firm offers to consumers and business users.
Retailer
distribution channel member that sells goods and services to individuals for their own use rather than for resale.
Supply Chain
complete sequence of suppliers that contribute to creating a good or service and delivering it to business users and final consumers.
Test Marketing
introduction of a new product supported by a complete marketing campaign to a selected city or geographic area.
