Chapter 7 Flashcards
1
Q
product
A
durable, non-durable goods, services that are marketed
some products are a combination of both good and service
2
Q
3 total product concept
A
- the core product
- the actual product
- the augmented product
3
Q
the product mix width
A
number of different product lines offered by a company
4
Q
the product line length
A
number of product or brands in the product line
5
Q
the product line depth
A
number of different versions of each product sold within product lines
6
Q
brand
A
name or phrase used to identify a product and distinguish it from its competition
7
Q
brand equity
A
is the result of the positive experiences consumers have with the brand over time and results in brand loyalty
8
Q
family brand/sub brands
A
made as companies may restrict brand name use with a single product line, thus using an individual brand
9
Q
Brand categories
A
- manufacturer brands (Coke)
- private label brands (Kirkland)
- generic brands
