value of a 

product is the mental estimation a consumer makes of it. Formally it

may be conceptualized as the relationship between the consumer's perceived
benefits in relation to the perceived costs of receiving these benefits. It is
often expressed as the equation :
Value = Benefits / Cost

blanket branding

Giving a whole group or line of products the same brand name

Product line pruning may also be deifned as a method of shortening the product
line by dropping a few items from the present product range.

Integrated Marketing (IM) is a management strategy and meta-discipline

focused on the organisation-wide optimisation of unique value for stakeholders.

negative demand

Situation where consumers avoid a product or firm with negative image or

connotations, such as those associated with unfair labor policies or the
practices that harm the environment.

qualified available market

the individuals and organisations in a particular market who are interested in a
product, can afford it, and who are not prevented from purchasing by any
access barrier or legal restriction.

Environmental scanning is a process of gathering, analyzing, and dispensing

information for tactical or strategic purposes. ..

What Does Product Differentiation Mean?

A marketing process that showcases the differences between
products. Differentiation looks to make a product more attractive by
contrasting its unique qualities with other competing products. Successful
product differentiation creates a competitive advantage for the seller, as
customers view these products as unique or superior.

A brand is a name, sign, symbol, slogan or anything that is used to identify and
distinguish a specific product, service, or business.
Mass Marketing is a market coverage strategy in which a firm decides to ignore
market segment differences and go after the whole market with one offer. It is
type of marketing (or attempting to sell through persuasion) of a product to a
wide audience. ...

In marketing, positioning has come to mean the process by which marketers try
to create an image or identity in the minds of their target market for its
product, brand, or organization.

Target marketing is a strategic approach in which an organization attempts to

get the most from its resources by following a planned procedure for
identifying customers who possess the greatest potential to respond to the
marketer's efforts and help the marketer meet objectives.
Augmented product
Core product to which additional products and services may be added to
generate multiple revenue streams. For example, an accounting program that
starts with a general ledger to which various modules such as budgeting,
inventory control, payroll (as well as training aids such as books, newsletters,
seminars, and videos) may be supplanted.

Concentrated marketing, also referred to as niche marketing, is especially

appealing when company resources are limited. In niche marketing, a company
goes after a large share of one or a few segments, rather than going after a
small share of a large market. ...

An institutional market is a consumer market composed of large buyers who

tend to purchase in volume quantities. Several different types of organizations
may be involved in a given institutional market, including educational institutions,
businesses, and non-profit organizations. In most instances, the purchases are
made in order to allow the organization to in turn provide services and goods to
the individuals they serve.

Consumer group composed of federal, state, and local government units. The
government market in total accounts for the greatest volume of purchases of
any consumer group in the United States, spending hundreds of billions of
dollars on goods and services each year. Although government purchases
comprise a wide range of products such as food, military equipment, office
supplies, buildings, clothing, and vehicles, selling to this market typically involves
a great deal of paperwork, financial constraints, bureaucratic barriers, and
awareness of specific political sensitivities.