COMMERCE 2MA3 Lecture Notes - Lecture 5: Retail, Root Mean Square, Marketing Mix
23 Nov 2018
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Document Summary
Brand dilution: when the brand extension adversely affects core brand attributes. Cobranding: marketing two or more brands together, on the same package or promotion. Brand licensing: a contractual arrangement between rms, whereby one rm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee. Packaging: an important band element with physical bene ts. Labelling: labels on products and packages provide information the consumer needs for his/ her purchase decision and consumption of the product. Business to business: manufactures buy raw materials, components, and parts that allow them to manufacture their own goods. Manufactures and producers: buy raw materials, components, and parts that allow them to manufacture their own goods. Resellers: are marketing intermediaries that resell manufactured products without signi cantly altering their form. Institutions: like hospitals, educational organizations, prisons, religious organizations, and other non-pro t organizations also purchase all kinds of goods and services for the people they serve.
