MKT chapter 10

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_____ 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


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