Chapter 6: Product and Brand Strategy Flashcards Preview

Marketing 5410: Marketing Management > Chapter 6: Product and Brand Strategy > Flashcards

Flashcards in Chapter 6: Product and Brand Strategy Deck (27):


A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is 'trademark.'


Brand Equity

The set of assets (or liabilities) linked to the brand that add (or subtract) value. The value of these assets is dependent upon the consequences or results of the marketplace's relationship with the brand.


Brand Extension

A strategy that uses a current brand name to enter a completely different product class.


Brand-Manager System

Type of product management system in which a manager focuses on a single product or a very small group of new and existing products. The brand manager is responsible for everything from marketing research and package design to advertising.


Cross-Functional Teams

Teams requiring the membership and cooperation of all the various functional departments in the organization to create successful new products.


Dual Branding

A strategy in which two or more branded products are integrated. This strategy is sometimes called joint or cobranding.


Extended Product

The tangible product along with the whole cluster of services that accompany it; one of the three ways a product can be viewed.



A product that experiences an intense but often very brief period of popularity. The faster it becomes popular, the faster it will become unpopular. A few fads may repeat their popularity after long absences.


Family Branding

Sometimes called franchise extension; an organization's attachment of the corporate name to a product to enter either a new market segment or a different product class.



Accepted and popular products that go through a repetitive cycle of popularity, lost popularity, and regained popularity, repeating the cycle again.


Generic Product

Product that includes the essential benefits the buyer expects to receive; one of the three ways a product can be viewed.


Horizontal Marketing

Market that exists for an organizational product when it is purchased by all types of firms in many different industries.


Marketing-Manager System

Type of product management system popular in organizations with a line or lines of similar products or one dominant line. One person is responsible for overseeing an entire product line with all of the functional areas of marketing such as research, advertising, sales promotion, sales, and product planning.



A strategy that assigns different brand names to each product. The organization makes a conscious decision to allow the products to succeed or fail on their own merits.



The sum of the physical, psychological, and sociological satisfactions the buyer derives from purchase, ownership, and consumption. This definition is consistent with the marketing concept.


Product Adoption and Diffusion

The spread of a product through the population; encompasses five stages of adopters: innovators, early adopters, early majority, late majority, and laggards


Product Life Cycle

The concept that many products go through a cycle; that is, they are introduced, grow, mature, and decline. While the cycle varies according to industry, product, technology, and market, it is a valuable aid in developing product and marketing strategies.


Product Line

A group of products that share common characteristics, distribution channels, customers, or uses.


Product Line Extension

A strategy of line extension that uses a well-known brand name to enter into a new market segment.


Product Mix

The full set of products offered for sale by an organization; described by its width and depth.


Product Mix Depth

The average number of products in each product line.


Product Mix Width

The number of individual product lines offered by the organization.



The degree of excellence or superiority that an organization's product or service possesses. It can encompass both the tangible and intangible aspects of a product or service. Although quality can be evaluated from many perspectives, the customer's perception of quality is crucial.


Tangible Product

The physical entity or service that is offered to the buyer; one of the three ways a product can be viewed.



Encompasses not only quality but also price. Value is what the customer gets for what the customer gives.


Venture Team

A cross-functional team responsible for all of the tasks involved in the development of a new product. When the new product is launched, the team usually turns over responsibility for managing the product to a brand manager or product manager or it may manage the new product as a separate business.


Vertical Market

Market for organizational products that have a limited number of buyers. A vertical market is narrow because customers are restricted to a few industries and is deep in that a large percentage of the producers in the market use the product.