Chapter 13: Product and Distribution Strategies
name, term, sign, symbol, design, or anything that represents/differentiates a company from a competitor.
added value that a respected and successful name gives to a product.
part of a brand consisting of words or letters that form a name that identifies and distinguishes an offering from those of competitors.
vendor that is designated by the business customer as the major supplier to deal with all other suppliers for a special purchase and to present the entire package to the business buyer.
person who oversees an entire group of products and assumes profit responsibility for the product group.
item the consumer seeks to purchase frequently, immediately, and with little effort.
Direct distribution channel
marketing channel that moves goods directly from producer to ultimate user.
path through which products–and legal ownership of them–flow from producer to consumers or business users.
planning that ensures that customers find their products in the proper quantities at the right times and places.
distribution strategy involving limited market coverage by a single retailer or wholesaler in a specific geographical territory.
brand name used to identify several different, but related, products.
different brand names given to each product within a line.
distribution strategy that involves placing a firm’s products in nearly every available outlet.
activities involved in controlling the flow of goods, services, and information among members of the supply chain.
Manufacturer’s (national) brand
brand offered and promoted by a manufacturer or producer.
actual movement of products from producer to consumers or business users.
Private (store) brand
product that is not linked to the manufacturer, but instead carries the label of a retailer or wholesaler.
bundle of physical, service, and symbolic attributes designed to satisfy buyers’ wants.
Product life cycle
four basic stages–introduction, growth, maturity, and decline–through which a successful product progresses.
group of related products that are physically similar or are intended for the same market.
company’s assortment of product lines and individual offerings.
channel member that sells goods and services to individuals for their own use rather than for resale.
distribution strategy in which a manufacturer selects only a limited number of retailers to distribute its product lines.
item typically purchased only after the buyer has compared competing products in competing stores.
item that a purchaser is willing to make a special effortto obtain.
sequence of suppliers that contribute to creating a good or service and delivering it to business users and final consumers.
introduction of a new product supported by a complete marketing campaign to a selected city or TV coverage area to examine both consumer responses to the new offering and the marketing effort used to support it.
brand with legal protection against another company’s use, not only of the brand name but also of pictorial designs, slogans, packaging elements, and product features such as color and shape.
company’s decision to hand over its inventory control functions to suppliers.
Wheel of retailing
theory of retailing in which new retailers gain a competitive foothold by offering low prices and limited services and then add services and raise prices, creating opportunities for new low-price competitors.
distribution channel member that sells primarily to retailers, other wholesalers, or business users.
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