MARK 201 Lecture Notes - Lecture 6: Internal Communications, Customer Satisfaction, Interactive Marketing
29 Feb 2016
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Document Summary
You may find the following tables and figures from the text to be helpful in studying the material: Figures 9-1, 9-2, 9-3, 9-5 & 9-6 are important table 9-1 is important. Anything that can be offered for attention, acquisition, use, or consumption to satisfy a need or want. Physical objects, services, persons, organizations, ideas, or experiences (memorable & exist only in the consumer"s mind. 3 levels of product & services core, actual, augmented - fig 9. 1 in text: core customer value, actual product & augmented product, concept & examples. Individual product and service decisions fig 9-2: attributes quality, features (optional accessories can assist in enhancing & differentiating the offer while keeping the base price lower), design & style, Product line decisions filling, stretching options (upward, downward or in both directions) Product mix decisions width, depth, length consistency concepts: 4 strategic growth options add new lines, lengthen existing ones, deepen the mix, desired consistency.
