COMM 296 Lecture Notes - Lecture 1: Federal Trade Commission Act Of 1914, Market Saturation, Variable Cost
Document Summary
Chapter 10 product, branding, and packaging decisions. Product=anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Core customer value=the basic problem solving benefits that consumers are seeking. Associated services/augmented product=the non-physical attributes of the product including product warranties, financing, product support and after-sale service. Actual product brand name, quality level, packaging, features/design. Consumer products=products and services used by people for their personal use. Specialty products/services=products or services toward which the customer shows a strong preference and for which e or she will expend considerable effort to search for the best suppliers. Shopping products/services=those for which consumers will spend time comparing alternatives, such as apparel, fragrances, and appliances. Convenience products/services=those for which the consumer is not willing to spend any effort to evaluate prior to purchase. Unsought products/services=products or services consumers either do not normally think of buying or do not know about.
