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1. Convenience Products: those for which the consumer is not willing to spend any effort to evaluate prior to purchasing. 2. Shopping Products: those for which the consumer will spend time considering alternatives, such as apparel, fragrances, and appliances. 3. Specialty Products: products/services that the customer shows a strong preference and for which he or she will spend considerable time searching for the best supplier 4. Voice of Consumer (VOC) Program: an ongoing market research system that collects customer inputs and integrates them into managerial decisions 5. Zone of Tolerance: the area between customers’ expectations regarding their desired service and the minimum level of acceptable service--- that is, the difference between what the customer really wants and what he or she will accept before going elsewhere. 6. House Brands: (Private-label brands) brands developed and marketed by a retailer and available only from that retailer 7. Store Brands: Same as House Brands. 8. Family Brand: A firm’s own corporate name used to brand its product lines and products. 9. Brand Licensing: A contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characteristics in exchange for a negotiated fee. 10. AIDA model: A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action.
Noise: Any interference that stems from competing messages, a lack of clarity the message, or a flaw in the medium; a problem for all communication channels. 11. Brand awareness: Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name,

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