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.
A product bought by final consumers for personal consumption.
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.
The use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society.
The characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.
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.
A 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.
Product mix (or product portfolio)
The set of all product lines and items that a particular seller offers for sale.
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.
Services cannot be stored for later sale or use.
Service profit chain
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.
Store brand (or private brand)
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.