Chapter 14 Revised
Chapter 14 Revised
Chapter 14 Revised
Growing a business too quickly can be stressful for the small firm.
A growth trap may occur when a firms growth soaks up cash faster than it can be generated. Growth also puts pressure on a small firms personnel.
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Stage 1
Stage 2 Time
Stage 3
Exhibit 14.1
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Exhibit 14.2
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Exhibit 14.3
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Brand Name
A brand that can be spoken (tangible)
Brand Mark
A brand that cannot be spoken (tangible)
Brand Image
Symbolic (Intangible)
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1416
Exhibit 14.4
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1419
Service Mark
A legal term indicating the exclusive right to use a brand to identify a service
Vinnies
Villa
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Labeling
Shows the brand and informs the consumer about product features and care
Making Warranties
A promise that the product will perform at a certain level or meet certain standards
Implied and written warranties Policy considerations: Cost, service capability, competitive practices, customer perceptions, legal implications
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Trademarks
Patents
Exhibit 14.7
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Distribution
Physically moving products and establishing intermediary relationships to support such movement
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1432
Channel of Distribution
The system of relationships established to guide the movement of a product
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1433
Exhibit 14.8
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Contract carriers
Transportation intermediaries that contract with individual shippers
Private carriers
Lines of transport owned by shippers
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1438
Packaging
Warehousing
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1440