| A | B |
|---|
| Total product | Wide range of tangible and intangible benefits that a buyer might gain from a product after purchasing it |
| Primary characteristic | basic feature or essential aspect of a product |
| Auxiliary dimension | an aspect of a product that provides supplementary benefits, such as special features, aesthetics, packaging, warranty, repair service contract, reputation, brand name, or instructions |
| Product concept | the end result of the marketing strategists selection. blending of a products primary and auxiliary dimensions into a basic idea emphasizing a particular set of consumer benefits, also called product positioning concept |
| Service | a task of activity performed for a buyer or an intangible that cannot be handled or examined before purchase |
| Durable good | a physical, tangible item that can be used over an extended period |
| Nondurable good | a physical, tangible item that is quickly consumed, worn out, or outdated |
| Convenience product | relatively inexpensive, regularly purchased product bought without much thought and with a minimum of shopping effort |
| Shopping product | product which consumers feel the need to make comparisons, seek out more info, examine merchandise, or otherwise reassure themselves about quality, style, or value before making a purchase |
| Specialty product | a consumer product that is not bought frequently is likely to be expensive, and is generally purchased with great care |
| Product line | a group of products that are closely related. the number of the different items in a product line determines the depth of the product line |
| Product mix | all the product offerings of an organization, no matter how unrelated and the number of product lines within a product mix determines the width of the product mix |
| Product portfolio | collection of products to be balanced as a group. this portfolio analysis focuses on the interrelationships of products within a product mix. the performance of the mix is emphasized rather than the performance of individual products |
| Star | a high-market-share product in a high-growth market |
| Cash cow | a high-market-share product in a low-growth market |
| Problem child | a low-market-share product in a high-growth market |
| Dog | a low-market-share product in a low-growth market |
| Brand | identifying feature that distinguishes one product from another. Any name, term, symbol, sign, or design or a unifying combination of these |
| Brand name | the verbal part of a brand : the part that can be spoken or written |
| Brand mark | a unique symbol that is part of the brand |
| Logo | a brand name or company name written in a distinctive way : Short for logotype |
| Trademark | a legally protected brand name or brand mark. Its owner has exclusive rights to its use. Trademarks are registered with the U.S. Patent and Trademark Office |
| Service mark | a symbol that identifies a service. It distinguishes a service in the way a trademark identifies a good |
| Manufacturer brand or national brand | a brand owned by the maker of the product |
| World brand | a product that is widely distributed around the world with a single brand name that is common to all countries and is recognized in all its markets |
| Distributor brand or private brand | a brand owned by a retailer, wholesaler, or other distributor rather than by the manufacturer of the product |
| Generic product or generic brand | a product that carries either a manufacturer nor a distributor brand. The goods are plainly packaged with stark lettering that simply lists the contents |
| Family branding | the practice of using a single brand name to identify different items in a product line |
| Individual brand | a brand that is assigned to a product within a product line and is not shared by other products in the line |
| Co-branding | the use of two individual brands on a single product |
| Brand equity | the value associated with a brand. Where a brand has brand equity, market share or profit margins are greater because of the goodwill associated with the brand |
| Packaging | an auxiliary product dimension that includes labels, inserts, instructions, graphic design, shipping cartons, and sizes and types of containers |
| Label | the paper or plastic sticker attached to a container to carry product information. As packaging technology improves, labels become incorporated into the protective aspects of the package rather than simply being affixed to the package |
