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Cards In This Set
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Unsought product
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A product unknown to the potential buyer or a known product that the buyer does not actively seek
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Intangibility
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The inablitiy of services to be touched, seen tasted, heard or felt in the same manner that goods can be sensed
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Search quality
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A characteristic that can be easily assessed before purchase
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Experience quality
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A characteristic that can be assessed only after use
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Credence quality
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A characteristic that consumers may have difficulty assessing even after purchase because they do not have the neccessary knowledge or experience
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Product item
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A specific version of a product that can be designated as a distinct offering among an orginization's products
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Product line
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A group of closely related product items
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Product mix
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All products that an organization sells
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Product mix width
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The number of product lines an organization offers
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Product line depth
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The number of product items in a product line
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Product modification
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Changing one or more of a products charateristics
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Product line extension
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Adding additional products to an existing product line in order to compete more broadly in the industry
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Brand
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A name, term, symbol, design, or combinatino thereof that identifies a seller's products and differentiates them from competitors' products
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Brand name
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That part of a brand that can be spoken, including letters, words and numbers
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Brand mark
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The elements of a brand that cannot be spoken
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