Chapter 8- Product Management Flashcards Preview

MKTG 317 > Chapter 8- Product Management > Flashcards

Flashcards in Chapter 8- Product Management Deck (13):
1

What is a brand (1)``

- name, term, sign, symbol, but not logo

2

Brand perspective from buyer and seller (6)

- buyer: personality, reduce search, reduce risk
- seller: product story, legal protection, segment market

3

Brand names (4)

- suggest product benefit: Easy off
- distinctive and positive: Apple
- fit the company image: Eveready
- creative: Kijiji

4

Brand characteristic (2)

- personality
- status

5

Branding positioning (6)

- attribute
- value
- application
- user class
- alternative product class
- competitor

6

Brand sponsorship (3)

- national brand
- create own
- cobrand

7

Band development (2)

- line extension (new flavour)
- brand extension (new product)

8

Define distribution channel and intermediaries (2)

- distribution channel: product available to consumers and place where they can purchase
- intermediaries: companies responsible from producer to consumer

9

Required channel function (3)

- transactional: promoting, negotiation
- logistic: physical distirbution, warehouse
- facilitating: research

10

Types of channel (5)

- direct
- conventional: separate business
- administrated: power of single channel
- contractual: tightly coordinated
- corporate: high vertical

11

Channel legnth (1

consumer, retailer, wholesaler, to agent or broker, to producer

12

Channel selection factor (5)

- customer characteristic
- competitive advantage- - brand position
- product augmentation
- economies

13

Channel intensity (3)

- exclusive: limited and high price
- selective: fewer option, shopping good
- intensive: mass distribution, low price