MKTG 317 Lecture Notes - Lecture 4: Beavertails, Negative Space, Duracell
28 Feb 2016
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Document Summary
Product: needs-satisfying offering from a firm, physical good, service, idea, person, place, experience. Example: trip to starbucks get a physical good (coffee), service (customer service) Combination of many factors: features/attributes, benefits true solutions, services. Warranties, support: informative packaging, brand name. Product layer model: describes all aspects (layers) of a product, reveals attributes and benefits. Function = how does it function, how do you use it. Augmented product = extra stuff that comes with the basic product. Potential product = true solution, why did they buy it in the first place. Convenience good: relatively inexpensive, little effort to purchase, don"t spend a lot of time on purchasing them, e. g. Pack of gum, things at grocery store (eggs, milk, bread), cereal. Shopping goods: require comparison shopping more effort required, more expensive, tied to lifestyles, purchased less frequently, i. e. blender, toaster, clothing, cars, tv.
