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

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

Document Summary

We as marketers must see ourselves as bene t providers when making products. Core customer value: the basic problem-solving bene ts that consumers are seeking. Associated services (or augmented product): the non physical attributes of the product, including the product warranties, nancing, product support and after-sale service. Specialty: strong preference & will spend considerable effort to search for the best suppliers. Shopping: products that consumers will spend a fair amount of time with comparing alternatives (eg. furniture, apparel, fragrances, appliances, & travel alternatives) Convenience: products a consumer does not spend any effort to evaualte before purchase. Unsought: products that consumers do not normally think of buying bc they dont know they exist. Product mix: the complete set of all products offered by a rm. Product lines: groups of associated items, such as those that consumers use together or think of as part of a group of similar products.