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14 Cards in this Set
- Front
- Back
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Reasons for resistance of a product
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Usage barriers, value barriers, risk barriers, psychological barriers
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manages the marketing efforts for a close-knit family of products or brands
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brand manager
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altering a product's characteristic to increase product's valueoto custoemrs and increase sales
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product modification
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tries to find new customers, increase a product's use among existing customers, create new use situaiotn
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market modification
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changes the place a product occupies in a consumer's mind relative to competitive products
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product repositioning `
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adding value to the product through additional features or higher-quality materials
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trading up
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reducing the nubmer of features, quality, or price
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trading down
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downsizing
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reducing the package content without changing package size and maintain or increasing the pacakge price
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Picking a good brand name
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-should suggest product benefits
-should be memroable, distinctive, and positive, -should fit the company or product image -should have no legal or regulatory restrictions -should be simple |
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Brand strategies
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1. multiproduct branding
2. multi-branding 3. private branding 4. mixed branding |
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multiproduct branding
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company uses one name for all its products in a product class
-product line extensions: using a current brand name to enter a new market segment -brand extension: using a curren brand name to enter a different product class |
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Multi-branding
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invovles giving each product a distinct name
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Private branding
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manufactures products but sells them under the brand name of a wholesaler or retailer
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mixed branding
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firm markets products under its own name and that of a resller because the segment attracted to the reseller is different from its own market
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