Chapter 13

Chapter 13 - Manter 1 Chapter 13 Chapter 13 Product...

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Manter 1 Chapter 13 Chapter 13 – Product Distribution and Strategies Product – bundle of physical, service, and symbolic attributes designed to enhance buyers’ want satisfaction. Marketing Strategy Factor Convenience Product Shopping Product Specialty Product Purchase Frequency Frequent Relatively frequent Infrequent Store Image Unimportant Very important Important Price Low Relatively High High Promotion By manufacturer By manufacturer and retailers By manufacturer and retailers Distribution Channel Many wholesalers and retailers Relatively few wholesalers and retailers Very few wholesalers and retailers Number of Retail Outlets Many Few Very small number; often one per market area Convenience Product – item the consumer seeks to purchase frequently, immediately, and with little effort. Shopping Product – item typically purchased only after the buyer has compared competing products in competing stores. Specialty Product – item that a purchaser is willing to make a special effort to obtain. Product Line – Group of related products that are physically similar or are intended for the same market. Product Mix – company’s assortment of product lines and individual offerings. Product Life Cycle – four basic stages—introduction, growth, maturity, and decline—through which a successful product progresses (see summary for description). Brand – name, term, sign, symbol, design, or some combination that identifies the products of a firm and distinguishes them from competitive offerings. Brand Name – part of a brand consisting of words or letters that form a name that identifies and distinguishes an offering form those of competitors.
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Manter 2 Chapter 13 Trademark – brand with legal protection against another company’s use, not only of the brand name but also of pictorial designs, slogans, packaging elements, and product features such as color and shape. Manufacturer’s (or national) Brand – brand offered and promoted by a manufacturer or producer; they are sometimes priced much higher than generic brands. Private (or store) Brand – product that is not linked to the manufacturer, but instead carries the label of a retailer or wholesaler. Family Brand – brand name used to identify several different, but related, products. Individual Brand – different brand names given to each product within a line. Brand Equity – added value that a widely respected, highly successful name gives to a product in the marketplace. Category Manager – person who oversees an entire product line and assumes profit responsibility for the product group. Distribution Strategy – planning that ensures customers find their products in the proper quantities at the right times and places. Distribution Channel – path through which products—and legal ownership of them—flow from
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Chapter 13 - Manter 1 Chapter 13 Chapter 13 Product...

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