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Exam Review

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Department
Administration
Course
ADM2320
Professor
All Professors
Semester
Fall

Description
ExamReviewCh9ActualProductAttributesBrandnameQualityFeaturesDesignPackagingAssociatedServicesFinancingProductWarrantySupportSpecialtyProductscustomersshowstrongpreferenceandspendconsiderableefforttosearchforbestsupplierExampleluxurycarShoppingProductsconsumerswillspendafairamountoftimecomparingproductsExamplesneakersfragrancesConvenienceProductsconsumerisnotwillingtospendanyefforttoevaluatepriortopurchaseExampleBreadUnsoughtProductsconsumersdontusuallythinkofbuyingtheseordonotaboutthemProductMixcompletesetofallproductsofferedbyafirmProductLinesgroupsofassociateditemsProductCategoryassortmentofitemsthatpeopleseemassimilarBreadthnumberofproductlinesvarietyofferedbyafirmDepthnumberofproductswithinalineWhatmakesabrandBrandnamedomainnamelogosandsymbolscharactersslogansjinglesanddistinctivepackagingValueofBrandingfortheCustomerandtheMarketerBrandsfacilitatepurchasingBrandsestablishloyaltyBrandsprotectfromcompetitionBrandsreducemarketingcostsBrandsareassetsBrandsimpactmarketvalueBrandequityBrandawarenessperceivedvaluebrandassociationsbrandloyaltyBrandownershipstrategiesManufacturerorNationalbrandknownandmanagedbythemanufacturerexampleNikePrivateLabelorStorebranddevelopedandmarketedbyaretailerandavailableonlyfromthatretailerexamplePCGenericproductsoldwithoutabrandnameBrandnamestrategiesCorporateorFamilybranduseofafirmsowncorporatenametobrandallproductlinesandproductsexampleGapGECorporateandProductlinebranduseofacombinationofafamilybrandnameandindividualbrandnameexampleKelloggsRiceKrispiesFruitLoopsFrostedFlakesIndividualuseofanindividualbrandnameforeachproductPGsdetergentproductsTideGainCheerDownyFebreezeChoosingabrandnameSuggestbenefitsandqualitiesEasytopronouncerecognizerememberCapableofregistrationlegalprotectionTranslatedeasilyBrandextensionuseofthesamebrandnamefornewproductsbeingintroducedtothesameornewmarketsexampleLifeSaverssodaBenefitsofbrandextensionWellestablishednameBrandknownforhighqualityLowermarketingcostsSynergyamongproductsBoostsalesofthecorebrandBranddilutionwhenabrandextensionadverselyaffectsconsumerperceptionsabouttheattributesthecorebrandisbelievedtoholdTopreventthismarketersshouldEvaluatethefitevaluateconsumerperceptionsrefrainfromextendingtotoomanyproductsandconsiderifextensionisdistancedfrothecorebrandCobrandingmarketing2ormorebrandstogetheronthesamepackagingorpromotionBrandlicensingcontractualagreementbetweenfirmswhere1allowstheothertouseitsbrandnamelogosymbolsinexchangeforafeePackagingmorethantangibleorphysicalbenefitsconsumersseekconvenienceLabelinglabelprovidesinfothecustomerneedstomaketheirpurchaseCh10ServiceintangibleofferingthatinvolvesadeedperformanceoreffortthatcantbephysicallypossessedAllproductsareservicesitsaproductbutitsactuallyofferingyouaservicethroughbetteringyourlifeonceyougetit
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