Chapter 8 Flashcards
The need satisfying offering of a firm
Product
A products ability to satisfy the customers need or requirements
Quality
The set of all product lines in individual products that a firm sells
Product assortment
A set of individual products that are closely related
Product line
A particular product within product line
Individual product
The use of a name term symbol or design
Branding
A word letter or group of words or letters
Brand-name
Those words symbols or marks that are legally registered for use by a single company
Trademark
Those words symbols or marks that are legally registered for use by a single company to refer her to a service offering
Service mark
What is brand familiarity
How well customers recognize and accept the company’s brand
What is brand equity
The value of the brands overall strength in the market
What is the Lanham act
In 1946 love it spells out what kinds of marks can be protected
What is an individual brand
Separate brand names used for each product
Products that have no brand at all other than identification on their contents
Generic products
Brands created by producers
Manufacturer brands
The competition between dealer brands and manufacturer brands
Battle of the brands
Promotion and protecting the product
Packaging
What is the federal fair packaging and labeling act
1966 law requiring that consumer goods be clearly labeled and easy to understand terms
What the seller promises about its product
Warranty
Products meant for the final customer
Consumer products
Products meant for use in producing other products
Business products
Products a consumer needs but isn’t willing to spend much time or effort shopping for
Convenience products
Products that are bought often and routinely without much thought
Staples
Products that about quickly as unplanned purchases
Impulse products
