Marketing research Flashcards
product
good or service
convenience products
low price, low effort
shopping products
medium price, medium effort
specialty products
high price, high effort
product line
A set of closely related products offered by a
company
product mix
The set of all products offered by a company
product depth
the number of products in a product line
product breadth
the number of product lines the company has
branding
The use of names, terms, symbols, designs, and other
elements to identify product offerings
brand equity
the worth of a brand in and of itself
individual branding strategy
Using different brand names for different products.
family branding strategy
Marketing several different products under the same brand name.
brand extension
the current brand name is used to enter a new product category
line extension
both brand name and product category are the same, but certain features of the product are changed
