MKT 311 Chapter Notes - Chapter 7: Brand Equity, Store Brand
Sunday, June 3, 2018
Marketing 311
Chapter 7!
-Product line ļ¬lling is adding more items within the present range of the line.!
-Product line length is the number of items in the product line.!
-Product line stretching is when a company lengthens its product line beyond its
current range.!
-Product mix is the set of all product lines and items that a particular seller oļ¬ers for
sale.!
-Co-branding is the practice of using the established brand names of two diļ¬erent
companies on the same product.!
-Store brand is a brand created and owned by a reseller of a product or service.!
-Brand equity is the diļ¬erential eļ¬ect that knowing the brand name has on customer
response to the product or its marketing.!
-Brand extension is extending an existing brand name of new product categories.!
-An industrial product is a product bought by individuals and organizations for further
processing or for use in conducting a business.!
-A specialty product is a consumer product with unique characteristics of brand
identiļ¬cation for which a signiļ¬cant group of buyers is willing to make a special
purchase eļ¬ort.!
-A shopping product is a consumer prmuloduct that the customer, in the process of
selecting and purchasing, usually compares on such attributes as suitability, quality,
price, and style.!
-A convenience product is a consumer product that customers usually buy frequently,
immediately, and with minimal comparison and buying eļ¬ort.!
-Brand sponsorship includes private brand, licensing, and co-branding. A
manufacturer has four sponsorship options. The product may be launched as a
national brand or the manufacturer may sell to resellers who give the product a
private brand. Although most manufacturers create their own brand names, others
market licensed brands. Finally, two companies can join forces and co-brand a
product.!
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Document Summary
Product line lling is adding more items within the present range of the line. Product line length is the number of items in the product line. Product line stretching is when a company lengthens its product line beyond its current range. Product mix is the set of all product lines and items that a particular seller o ers for sale. Co-branding is the practice of using the established brand names of two di erent companies on the same product. Store brand is a brand created and owned by a reseller of a product or service. Brand equity is the di erential e ect that knowing the brand name has on customer response to the product or its marketing. Brand extension is extending an existing brand name of new product categories. An industrial product is a product bought by individuals and organizations for further processing or for use in conducting a business.
