Chapter 12 Flashcards
1
Q
Marketing mix
A
All the activities that go into marketing a good or service: product, price,
promotion, place.
2
Q
Unique selling point (USP)
A
The special feature of a product that differentiates it from the products of
competitors.
3
Q
Brand name
A
The unique name of a product that distinguishes it from other brands
4
Q
Brand image
A
The identity of a product that consumers can recognise and which gives it a
‘personality’ distinct from other products.
5
Q
Packaging
A
The physical container or wrapping used for a product
6
Q
Product life cycle
A
The stages the sales of a product pass through from introduction, growth,
maturity to decline.
7
Q
Extension strategy
A
A way of keeping a product at the maturity stage of the life cycle and extending
the cycle.
