A set of human characteristics associated with the

: a set of human characteristics associated with the brand
16. Brand licensing : A agreement whereby one company allows its brand name or trademark to be used with
products or services offered by another company for a royalty or fee.
17. Criteria for Picking a good brand name
18. Brand extension : The use of a current brand name to enter a completely different product class
19. Line extension: The use of a current brand to enter a new market segment in its product class
20. Branding strategies (fig. 10-6)
 Multiproduct branding : A branding strategy in which a company uses one name for all its products
in a product class.
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21. Packaging and labeling challenges and responses
 The continuing need to connect with customers
 Environmental concerns
 Health, safety, and security issues
 Cost reduction
22. Benefits of packaging
 Communication benefits
 Functional benefits: convenience, protection, storage
 Perceptual benefits
23. 7 P’S of services marketing
 Product (service )
o Branding
 Pricing
o Affect consumer perceptions
o To be used in capacity management
 Peak and off-peak pricing
 Place (distribution)
 Promotion
 People
o Internal Marketing
o Customer Experience Management (CEM)
 Physical environment –includes all the tangibles surrounds the services
 Process – refers to the actual procedures, mechanisms, and flow of activities by which the service
is created and delivered
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Chapter 11 – Pricing Products and Services
1. Different names for price and definition of price
 Price is the money or other consideration (including other goods and services) exchanged for the
ownership or use of a good or service.