COMMERCE 2MA3 Lecture Notes - Lecture 9: Brand Awareness, Private Label, Store Brand
30 Jan 2018
School
Department
Course
Professor
Document Summary
Not only functional practical but a fashion statement too. Marketers start with the core customer value what potential customer are seeking. Then the actual physical product and add associated service to round out the offering. Core customer value: the basic problem solving benefits that consumers are seeking, associated services /augmented product, the nonphysical attributes of the product including product warranties, financing, product support, and after sale service. Consumer products: products and services used by people for their personal use. Shopping: spend time on this product and try to find the best product (compare alternatives), shoes, shopping goods/service customer will spend a fair amount of time comparing alternatives. Convenience: want quickly as possible. bread, customer is not willing to spend any effort to evaluate prior to purchase. Unsought: product that customer are not actively looking for (funeral services) Product category: assortment of items that the customer sees as reasonable substitutes for one another.
