MKBU 3225 Chapter Notes - Chapter 8: Product Key, Interactive Marketing, Brand Equity
16 Oct 2016
School
Department
Course
Professor
Document Summary
Product: anything that can be offered to market for attention/acquisition/use/consumption that might satisfy need/want. Service: activity/benefit/satisfaction offered for sale that is intangible & doesn"t result in ownership of anything. Product key element in over market offering. Companies creating & managing customer experiences w/ brands to differentiate offers. Most basic to highest level core customer value, actual product, augmented product. Industrial product: product bought by individuals & organization for further processing/use in conducting business: materials & parts raw materials & manufactured materials & parts, capital items industrial products that aid in production/operations, supplies & services. Individual product & service attributes: product quality: characteristics of product/service that affects its ability to satisfy stated/implied needs, product features differentiates product from competitors" product, product style & design product appearance & usefulness. Branding: brand: name/term/sign/symbol/design/combo of these that ids & differentiates seller(s)" products/services. Packaging: designing & producing product container/wrapper: package=marketing space. Labelling: label ids, describes & promotes product/brand.
