Marketing Review 8 & 9

Brand extension is _____ product category, and ______ brand name

__products are those purchased for further processing or for use in conducting a business

is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product

involves designing and producing the container or wrapper for a product.

A Rolex is a

Co-branding occurs when two established brand names of different companies are used on the same product

is a group of products that are closely related because they function in a similar manner, are sold to the same customer

is one of the marketer’s major positioning tools

A company’s product mix has four important dimensions

characteristics of a service

Multibrnad is _____ product category and ____ brand name

involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy busines

With the product mix, the company can increase its business in four ways

Line extension is ____ product category, and _____ brand name

Product & services classifications

Types of Brands

New brands is ______ existing category, _______brand name

Inviting broad communities of people— customers, employees, researchers, public to product innovation

the use of commercial marketing concepts and tools in programs designed to bring about social change

consumer products that the consumer either does not know about or knows about but does not normally consider buying

What is this?

Brand equity not the differential effect that knowing the brand name has customer response to the product and marketing