Unit 5 (Ch. 34 & 35) - MKTG.

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What is Brand Licensing?

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Brand Licensing is the legal authorization by a trademarked brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee.

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What is Category Management?

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Category Management is the process involving managing product categories as individual business units.

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What is a Category in marketing?

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A Category might include a group of product lines with the same target market & distribution channels.

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What is Product Positioning?

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Product Positioning refers to the efforts a business makes to identify, place, and sell its products in the marketplace.

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What is a Planogram?

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A Planogram is a computer-developed diagram that shows retailers how and where products within a category should be displayed on a shelf at individual stores.

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What is a Trademark?

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A Trademark is a symbol, word, or words legally registered or established by use as representing a company or product.

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What is a Brand?

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A Brand is a name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of others.

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What is Market Segmentation?

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Market Segmentation is the process of dividing a target market into smaller, more defined categories.

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What is a Product Line?

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A Product Line is a group of related products under a single brand sold by the same company.

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What is Brand Equity?

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Brand Equity is the value added to a product by having a well-known brand name.