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22 Cards in this Set
- Front
- Back
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Introduction Stage - Life Cycle
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Customer awareness and acceptance are low
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Growth Stage - Life Cycle
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Sales increase rapidly as the product becomes well known
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What are convenience products?
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By register, easy quick, candy, gum, soft drinks – intensive distribution
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Individual Branding
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A firm uses a different brand for each of its products
For example, Procter & Gamble uses Ivory, Camay, Zest, Safeguard, etc., for its line of bar soaps A problem with one product will not affect another product Different brands can be directed at different market segments |
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Definition of a product
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Everything one receives in an exchange, including all tangible and intangible attributes and expected benefits (A good, service, or idea)
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Generic Product
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A product with no brand at all
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Immitation Products
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Copy products
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3 Broad categories of consumer Products
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Convenience, Speciality, Shopping
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Modes of Transportation
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(Railway – Most important and cheapest – grain paper , Air –expensive,fast, high value goods)
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Services provided by wholesaler to retailer
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middleman that buys in bulk and sells in smaller categories to retailers. They stock goods for retailer to purchase
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Direct Channel of Distribution
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Series of marketing organization from producer to consumer
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Marketing Intermediary
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a marketing organization that links a producer to the ultimate user
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Intensive Distribution
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the use of all available outlets for a product
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Category Killer
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a very large company,focuses on single product line, competes on low prices and high availability
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Selective Distribution
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the use of only a portion of the available outlets for a product in each of geographic area – Furniture/Appliances
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What is promotion (of a product)
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communication about an organization and its products intended to inform,persuade, or remind
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Advantages of magazine advertising
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reach very specific target marget, higher quality than papers, long shelf life
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Selective Demand Advertising
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Advertising that is used to sell a particular brand or product – most common - persuades
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Comparative Advertising
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Advertising that is used to sell a particular brand or product – most common - persuades
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Comparative Advertising
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Compares specific characteristics of two or more brands to show the advertiser’s brand s better
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3 General Categories of Advertising
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Immediate, reminder, comparative
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Primary Demand Advertising
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– advertising whose purpose is to increase demand for all brands within a specific industry – Got milk?
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