MARK 201 Study Guide - Final Guide: Direct Marketing, General Agreement On Tariffs And Trade, Personal Selling
Document Summary
Product mix all the products offered by the firm. Product lines a group of products that costumers uses together or think of it as a group. Product category items that the customers sees as reasonable substitutes. Product line breadth variety of items offered by the firm, different items. Increase to increase sales, and to gain more segments. Decrease to adapt to the changing marketing. Product line depth the different sub-categories within a product line. Increase create a new category to satisfy the want of the customers. Decrease to re-allocate the resources to more profitable sectors of the company. Branding differentiate its products from the competitors. Value of branding for the customers and the marketer. Brand equity associations, and perceived value, brand loyalty. Brand ownership strategies manufacture (owned by the manufacturer), store or private label (same product but uses different names with different distribution channels), and generic (no brand names, has been declining).
