MKT chapter 10
_____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution.
Convenience
A _____ is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products.
brand
When a product name becomes generic:
competitors are prohibited by law from using the trademark
When a company uses different brand names for different products, it is using _____ branding.
individual
A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things.
product
The _____ is the starting point in creating a marketing mix.
product
Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as:
product line extension
