COMMERCE 2MA3 Chapter Notes - Chapter 9: Signify, Brand Loyalty, Zipper
3 Nov 2016
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Document Summary
Chapter nine product, branding, and packaging decisions. Core customer value: the basic problem solving bene ts that consumers are seeking. Associated services (or augmented products): the nonphysical attributes of the product, including warranties, nancing, product support, and after-sale service. Consumer products: product and services used by people for their personal use. Specialty goods/services: products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers. Shopping goods/services: products or services, such as apparel, fragrances, and appliances, for which consumers will spend time comparing alternatives. Convenience goods/services: products or services for which the consumer is not willing to spend any effort to evaluate prior to purchase. Product mix: the complete set of all products offered by a rm. Product lines: groups of associated items, such as those that consumers use together or think of as part of a group or similar product.
