Anything that can be offered to a
market for attention, acquisition, use,
or consumption that might satisfy a want or need.

An activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.

Beyond simply making products and delivering services, they are creating and managing customer experiences with their brands or company.

Offering additional consumer services and benefits.

Develop product and service features, design, a quality level, a brand name, and packaging.

A consumer product that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

A consumer product that the customer, in the process of selecting and purchasing, usually compares on such attributes as suitability, quality, price, and style.

A consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

A consumer product that the consumer either does not know about or knows about but does not normally consider buying.

A product bought by individuals and organizations for further processing or for use in conducting a business.

Activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.

Activities undertaken to create, maintain, or change attitudes or behavior toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use person marketing to build their reputations.

Activities undertaken to create, maintain, or change attitudes or behavior toward particular places. Cities, states, regions, and even entire nations compete to attract tourists, new residents, conventions, and company offices and factories

The use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society.

A name, term, sign, symbol, design, or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.

The activities of designing and producing the container or wrapper for a product.

tags attached to products to complex graphics that are part of the packaging, labels help identify the product or brand.

Company’s offer usually includes some support services.

Group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges

An organization with several product lines has a product mix.

Services cannot be seen, tasted, felt, heard, or smelled before they are bought.

Services are produced and consumed at the same time and cannot be separated from their providers.

The quality of services may vary greatly depending on who provides them and when, where, and how.

The solution to price competition is to develop a differentiated offer, delivery, and image.

A service firm can differentiate itself by delivering consistently higher quality than its competitors provide.

train current employees better or hire new ones who will work harder or more skillfully. Or they can increase the quantity of their service by giving up some quality.

The chain that links service firm profits with employee and customer satisfaction

Orienting and motivating customer contact employees and supporting service people to work as a team to provide customer satisfaction.

Training service employees in the fine art of interacting with customers to satisfy their needs.

The differential effect that knowing the brand name has on customer response to the product or its marketing.

Brand’s positioning must be continuously communicated to consumers.

Brand of a product that is distributed nationally under a brand name owned by a producer or distributor.

A brand created and owned by a reseller of a product or service.

The practice of using the established brand names of two different companies on the same product.

Extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category.

Extending an existing brand name to new product categories.

Companies need to periodically inspection their brands’ strengths and weaknesses.