MKT 100 Lecture Notes - Lecture 9: Tcby, Brand Awareness, Brand Equity

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Mkt lecture 9 (product branding and packaging decision) 3/13/2015 7:36:00 pm. What is a product from marketers perspective. A product is the item offered for sale. Product is anything that can be offered to a market to satisfy a need or want. For example, physical goods, services, experiences, events, people, places, properties, information, and ideas. This is called core benefit of a product. Actual product: brand name, quality level, packaging/design. Associate services: financing, product warranty, product support. Specialty: products or brands that consumers are wiling to make a special purchasing efforts. Shopping i. e. luxury cars, designer apparel, jewelry: shopping products are those that consumers characteristically compares on such bases as suitability, quality price and style i. e furniture, clothing and major appliances. Convenience: consumers usually buy convenience goods frequently, immediately and with minimal effort. Unsought i. e. soft drinks, soaps, and newspapers: consumers don"t know about or normally think of buying i. e. smoke detectors, web camera, etc .