B A 370 Chapter Notes - Chapter 11: Sustainable Packaging, Customer Relationship Management, Brand Licensing
Document Summary
Product - anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Core customer value - basic problem-solving benefits that consumers are seeking. Actual product - physical attributes of a product including the brand name, features/design, quality level, and packaging. Associated services (augmented product) - include the nonphysical aspects of the product including product warranties, financing, product support, and after-sale service. Amount of service may vary with the product. Consumer products - products and services used by people for their personal use. Specialty products/services - those for which customers express such a strong preference that they will expend considerable effort tot search for the best suppliers. Shopping products/services - products or services for which consumers will spend. Convenience products/services - products or services for which the consumer is not willing to expend any effort to evaluate prior to purchase. Frequently purchased commodity items, usually bought with very little thought.
