COMM 223 Lecture Notes - Lecture 9: Internal Communications, Product Classification, Interactive Marketing
23 Feb 2015
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Document Summary
Chapter 9 product, services, and brands building customer value. Product: offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want. Services: any activity/benefit that one party can offer to another, essentially intangible and doesn"t result in the ownership of anything. Experiences: represent what buying the product or service will do for the customer. Product classification: consumer products: products and services for personal consumption, how consumer purchase: the type of product depends on the target market and value delivered to the customer (value proposition, business products. Industrial products are products purchased for further processing or for use in conducting a business. Organization marketing: activities undertaken to create, maintain, or change attitudes and behaviour of target consumers toward an organization (corporate image advertising) Person marketing: activities undertaken to create, maintain, or change attitudes and behaviour of target consumers toward particular people.
