| A | B |
|---|
| 4 Ps of Marketing | Product, Price, Place and Promotion |
| Branding | creating an identity for the product |
| Brand | a name, term, symbol or combination of these that differentiates a product |
| Brand Name | letters, words or numbers that can be spoken to identify a product |
| Logo | picture or symbol that represents a product |
| Slogan | catchy phrase associated with the product |
| Brand Loyalty | customers making repeat purchases of same product |
| National Brand | brand created by manufacturer |
| generic | unbranded product; no differentiation between them |
| private label | product branded under the seller's name rather than manufacturer's |
| packaging | used to protect the product |
| product life cycle | the stages products go through from development to end of their life |
| introduction | stage when a product is first sent to market |
| growth | product begins to gain popularity, sales increase |
| maturity | sales reach their peak, product is well-known |
| decline | sales drop, marketer must decide what to do with product |
| benefit | the value of a product or its features to the consumer |
| feature | a characteristic of a product |
| utility | adding value or use to a product for consumers |
| form utility | adding product appeal by adding sizes, colours, shapes, different materials |
