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Section 4


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The mental and behavioral procedure an individual consumer goes through when learning about and purchasing a new product. It consists of five stages: knowledge, persuasion, decision, implementation, and confirmation.
Adoption process
Positioning map
A name, term, design, symbol, or any other feature that identifies the goods and services of one seller from those of other sellers.
A strategy by which an established brand name is applied to new products.
Brand extension
The stage in the new-product planning process that presents the consumer with a proposed product and measures attitudes and intentions at an early stage of the process.
Concept testing
Goods and services destined for the final consumer for personal, family, or household use.
Consumer products
Emphasize names of the products themselves and not manufacturer or reseller names.
Generic brands
Outlines the way in which the marketing mix is used to attract and satisfy the target market(s) and achieve an organization's goals.
Marketing Strategy
A consumer-oriented, market-driven, value-based, integrated, goal-oriented philosophy for a firm, institution, or person.
Marketing Concept
Encompasses the broad range of activities concerned with efficiently delivering raw materials, parts, semifinished items, and finished products to designated places, at designated times, and in proper condition.
Physical distribution
Use names designated by their resellers, usually wholesalers or retailers, and account for sizable U.S. revenues in many product categories. Resellers have more exclusive rights for these brands, and are more responsible for distribution and larger purch
Private label
A bundle of attributes capable of exchange or use, usually a mix of tangible and intangible forms. It may be an idea, a physical entity, or a service, or any combination of the three.
A concept that attempts to describe a product's sales, competitors, profits, customers, and marketing emphasis from its beginning until it is removed from the market. It is divided into introduction, growth, maturity, and decline stages.
Product life cycle
The distribution activities of accumulation, allocation, sorting, and assorting. Through this process, intermediaries can resolve the differences in the goals of manufacturers and consumers.
Sorting Process
The bundle of tangible and intangible product attributes that are actually provided to consumers through a value chain and its related value delivery chain.
Total product
purchased routinely or with very little shopping effort
Convenience product
product bought all the time, on a regular basis
Staple product
products that ones uses a moderate amount of effort
Shopping product
one accepts no substitutes
Specialty product
products people generally don't see
Unsought product
didn't originally decide to do this, price sensitive, found at checkout counters
Impulse product
facilities and equipment in which you turn inputs into outputs, never wears out
used up in turning inputs to outputs
Accessory equipment
things purchased to help you do business, no relation to inputs and outputs
Business Supplies
people that you hire to do something for you
Business service
take off and put back on, no destruction
Component part
no further processing, destruction if taken off
Component material

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