MKT-3010 Lecture Notes - Lecture 11: Sport Utility Vehicle, Zappos, Fairtrade Certification
Document Summary
11: product branding and packaging 09/25/2014 (cid:1) (cid:1) (cid:1) (cid:1) Through voluntary marketing exchange: goods, services, ideas, experiences. Augmented product/associated services: additional benefits beyond the product itself. Ex) warranties, deliveries, financing, after sale services. Product assortment (product mix) (bigger the firm more need for these terms: refer to all offerings that the firm provides to consumer, complete set of products, firms will group them together the larger they get. Product lines: product lines make up the product mix, groups of associated items that are put together, ex) oral care, personal care, home care. Product line breadth: the number of product lines within a firm, ex) porche expanded their product breadth by making a suv line o. Product line depth: within a product line, how many products are in it? o (cid:1) (cid:1) (cid:1) The point of the brand is to differentiate. Brand name: the spoken component, can be invented or derived from colloquial language.
