COMM 131 Lecture Notes - Lecture 9: Intangibility, Internal Communications, Services Marketing
5 May 2017
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Chapter 8 - developing and managing products and services (pg. Companies assess a features value vs. its cost: product style and design: design is a larger concept than style, style describes the appearance of a product. Design goes to the heart of the product: good design contributes to a product"s usefulness and looks, packaging: involves designing and producing the contain or wrapper for a product. Lexus goes to great lengths to provide outstanding after-sale service: product line decisions. Product line: a group of products that are closely related because they function in a similar manner, are sold to the same customer group, are marketed through the same types of outlets, or fall within given price ranges. (ex. Nike produces several lines of athletic shoes and apparel): major product line decision involves product line length (# of items in the product line). Product mix/portfolio: the set of all product lines and times that a particular seller offers for sale.
