... feature the manufacturer'sproduct in some way.* Alternative evaluation. The stage of the buyer decisionprocess in which the consumer usesinformation lo evaluate alternative brandsin the ... the market into groupsaccording to the different benefit thatconsumers sock from the product* Brand.A name, term, sign, symbol or design,or a combination of these, intended toidentify the ... personholds about something* Bench marking. The process of comparing the company's products and processes tothose of competitors or leading firms inother industries to find ways to improvequality...