MKT 100 Lecture 9: Lecture 09 - Product, Branding, and Packaging Design

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: All

Document Summary

Anything that is of value to a consumer and can be offered through a marketing exchange. Product quality, physical characteristics, price, brand, packaging, design, product warranty, colour, seller"s reputation, and seller"s services. Products are complex because they have many factors. Actual product brand name, quality level, packaging, design, and features. Augmented product delivery/credit, installation, warranty, and after-sale service. Bought by nal consumers for personal consumption. Specialty, shopping, convenience, and unsought (2) business products. Bought for further processing or for business use. Materials and parts, capital items, and supplies/services. Can represent rm/entire product assortment, product line, or single product. Brand elements including names, logos, symbols, characters, slogans, etc. Inter-brand rankings based on 3 key aspects contributing to the brand"s value: (2) role brand plays in in uencing consumer choice. (3) strength brand has to command a premium price or secure earrings for the company. Radically new or incremental (updating previous product) New products result from the process of innovation.