AFM131 Lecture Notes - Lecture 8: Malcolm Gladwell, Brand Loyalty, Brand Equity

• School: University of Waterloo
• Department: Accounting & Financial Management
• Course: AFM131
• Professor: David H A

Document Summary

Markeing is always focused on the value of a product beneits less the cost. Malcolm gladwell, what we learn from spaghei sauce consumers not knowing or being able to ariculate their needs. The total product ofer is everything each consumer assesses when buying a good or service value enhancers, see figure 15. 1. on page 454. Product lines and mixes allow a company to address difering individual consumer total product ofers. Product difereniaion are the unique value enhancers used by a company to create diferences when compared to compeitors" products. Product packaging is an important part of the product ofer to both consumers and retailers: Consumers - list of funcions on page 455. Bundling - muliple products and/or services sold for a single price. What does a brand do for the buyer assures quality, reduces search ime, adds presige to purchases.