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| describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline. |
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| Consists of the entire product category or industry. |
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| Consists of variations of a product within the product class. |
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| involes altering a product's characteristic, such as its quality, performance, or appearance, to increase the products value and sales. |
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| is a strategy in which a company tries to find new customers, increase a products use among existing customers, or create new use situations. |
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| Involves adding value to the product (or line) through additional features or higher-quality materials. |
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| involves reducing the number of features, quality, or price. |
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| Marketing decision by an organization to use a name, phrase, design or symbols, or combination of these to identify its products and distinguish them from those of competitors. |
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| any name, term, sign, symbol, sound, design, color or a combination of these, that identifies the maker or sellers of a product or service. |
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| Commerical, legal name under which a company does business. |
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| Identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it. |
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| set of human characteristics associated with a brand name. |
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| added value a given brand name gives to a product beyond the functional benefits provided. |
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| is a contractual agreement whereby one company (licensor) allows its brand name(s) or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee. |
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| branding strategy in which a company uses one name for all its products in a product class. |
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| Branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment. |
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| branding strategy used when a company manufactures products but sells them under the brand name of a wholesaler or retailer. Also called "private labeling" or "reseller branding". |
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| branding strategy where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market. |
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| component of a product that refers to any container in which it is offered for sale and on which label information is conveyed. |
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| integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients. |
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| Eight P's of Services Marketing |
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| expands the 4 p's framework to include productivity, people, physical environment, and process. |
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| integrates the service component of the marketing mix with efforts to influence consumer demand. |
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| Involves charging different prices during different times of the day or days of the week to reflect variations in demand for the service. |
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| Customer Experience Management (CEM) |
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| Process of managing the entire customer experience within the firm. |
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