Chapter 9 Key Terms

2. consumer goods that a buyer doesn’t anticipate purchasing
5. product available for purchase
9. the financial asset associated with a brand
10. a set of products that are similar or complementary
11. the stages a product goes through, tracking its sales and profitability
12. the additional value that a brand has over a substitute
16. the number of product lines a brand carries
17. the overarching impression that customers have of a brand
18. product solution that the customer is actually buying: convenience, ego, ease, flexibility, etc.
19. the number of products in a line

1. expenses directly attributable to the product or service
3. a widely used financial measure to determine the profitability of a business; considers costs to manufacture and sell a product or service
4. symbols that show legal ownership of a brand name or brand mark
6. addition of product lines
7. all the products a company sells
8. product having unseen aspects essential to customers
12. the way a brand signals emotions in consumers’ minds
13. measure of the degree to which a brand is preferred over others in the category
14. the process of developing a brand
15. an intangible asset with tangible value; made up of promotion efforts and customer meaning