MKTG 330 Chapter 2: Chap 2 Key Terms Advertising
9 Sep 2016
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Branding: a marketing function that identifies products and their source and differentiates them from all other products. Brand: that combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products the fundamental differentiating device for all products. Industrial age: a historical period covering approximately the first 70 years of the. This period was marked by tremendous growth and maturation of the. It saw the development of new, often inexpensive brands of the luxury and convenience goods we now classify as consumer packaged goods. Consumer packaged goods (cpgs): a product consumed daily by the average person. Consumers must continuously replace cpgs (such as soft drinks or paper towels), in contrast to durable goods, which can be used for long periods of time (such as dishwashers). Cpg brands often advertise heavily to ensure brand loyalty.
