MKT 100 Lecture Notes - Lecture 9: Brand Equity

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Core customer value the basic problem solving benefits that consumers are seeking. Associated services (or augmented product) the nonphysical attributes of the product, including product warranties, financing, product support and after-sale service. Consumer products products or services used by people for their personal use. Marketers consider the types of products they are designing and selling because that impacts how they promote, price and distribute their products. There are four main types of consumer products, speciality, shopping, Speciality consumer show a very strong preference that they will expend considerable effort to search for the best supplier. Shopping consumers spend a fair amount of time comparing alternatives. Convenience consumer is not willing to spend any effort to evaluate prior to purchase. Unsought consumer do not normally think to buy or not know about. Product mix the complete set of all products offered by the firm.