BSM 100 Lecture Notes - Lecture 9: Brand Equity, Product Differentiation, Product Classification
18 Sep 2018
School
Department
Course
Professor
Document Summary
Product: anything a company offers to satisfy customer needs and wants, including both goods and services (it"s not just the physical product) services: a product by another name . Maintenance, repair, and operating products (office supplies) Quality level: how well a product performs its core functions. Product consistency: how reliably a product delivers its promised level or quality. Product line: products that are closely related, either in terms of how. Product mix: the total number of product lines by a single firm. Cannibalization: a producer offers a new product that takes sales away they work or the customers they serve from its existing product. Brand: a product"s identity that sets it apart from other players in the same category. Brand equity: the extra money that consumers will spend to buy that. Line extensions: similar products offered under the same brand name. Brand extensions: a product in a new category under an existing brand name.
