Ch. 11 - Product, Branding, & Packaging Decisions

Name

1. Anything that is of value to a consumer and can be offered through a voluntary marketing exchange.

• product
• brand extension
• marketing
• brand equity

2. The basic problem solving benefits that consumers are seeking.

• actual product
• perceived value
• core customer value
• associated services

3. The use of individual brand names for each of a firm's products.

• individual brands
• product lines
• manufacturer brands
• family brand

4. The wrapper or exterior carton that contains the primary package and provides the UPC label used by retail scanners; can contain additional product information that may not be available on the primary package.

• primary package
• secondary package
• outer package
• brand associations

5. The non-physical attributes of product including product warranties, financing, product support, and after-sale service.

• brand licensing
• brand associations
• associated services or augmented product
• core customer value

6. Firms often add new product lines to capture new or evolving markets and increase sales.

• perceived value
• increase breadth
• decrease depth
• brand extension

7. A firm's own corporate name used to brand its product lines and products.

• brand extension
• family brand
• individual brands
• co-branding

8. Brands owned and managed by the manufacturer.

• brand extension
• individual brands
• manufacturer brands or national brands
• product lines

9. Delete entire product lines to address changing market conditions or meet internal strategic priorities

• increase depth
• increase breath
• decrease breadth
• brand equity