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Basics of Marketing - Kotler Philip

The basic concepts found in Chapter 8

Copyright - the exclusive right to reproduce, publish and sell the content and form of a literary, musical or artistic work.

Auxiliary materials and services are objects that are not present at all in the finished product.

Capital property - goods partially present in the finished product and divided into two groups: fixed facilities and auxiliary equipment.

Mark - name, term, symbol, symbol, pattern or combination thereof, intended to identify the goods or services of one seller or group of sellers and differentiate them from competitors' products and services.

Brand name - part of the brand, which can be pronounced aloud.

The brand symbol (emblem) is a part of a brand that can be identified, but it is impossible to pronounce, for example a symbol, an image, a distinctive color, or a specific font design.

Materials and parts - goods that are fully used in the manufacturer's product and are divided into two groups: raw materials and semi-finished products and parts.

The strategy of expanding the boundaries of the brand is any attempt to use a successful brand name when introducing modifications to a product or novelty goods.

A commodity is everything that can satisfy a need or need and is offered to the market in order to attract attention, purchase, use or consumption, including physical objects, services, persons, places, organizations and ideas.

A commodity unit is a separate integrity, characterized by indicators of magnitude, price, appearance and other attributes.

Commodity Nomenclature is the aggregate of all assortment groups of goods and commodity units offered to buyers by a specific seller.

Commodity assortment is a group of goods closely related to each other or by virtue of their similarity in functioning or because they are sold to the same customer groups or through the same types of trading establishments or within the same range Prices.

A trademark is a trademark or a part thereof that is secured by legal protection. The trademark protects the exclusive rights of the seller to use the brand name and / or brand name (emblem).

Durable goods are tangible products that usually withstand repeated use.

Short -term goods are tangible products that are fully consumed for one or more use cycles.

Special demand goods are products with unique characteristics and / or individual branded goods, for the sake of which a significant number of buyers are willing to spend additional efforts.

Goods of passive demand are goods that the consumer does not know or knows, but usually does not think about buying them.

Commodities of daily demand are goods that the consumer usually buys frequently, without hesitation and with minimal effort to compare them with each other.

Pre-selection goods - goods that the consumer in the process of selection and purchase, as a rule, compares among themselves in terms of fitness, quality, price and appearance.

Packaging is the development and production of a container or shell for a product.

Services - sale objects in the form of actions, benefits or satisfaction.