ADM 2320 Lecture Notes - Lecture 8: Kfc, Test Market, Market Saturation

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

Actual product brand name quality, packaging, design. Augmented product (associated services) financing warranty, support. Type of goods: shopping, specialty, convenience, unsought (criteria) (table on blackboard on marketing consideration for consumer product) Product line breath number of product lines. Product depth number of products within a product line. Determine whether to increase breadth by adding product lines. Determine whther to decrease breadth by deleting entire product line. Sku making sure matching product sku and sku on shelf. Branding offers value to customers and marketers making a promise and keeping that promise. Brand equity = brand awareness + brand association + brand loyalty + perceived value. National/manufacture brand: brands that are owned & managed by the manufacturer, ex. Private label (store brands: products developed by retailers, store brands gives store a higher margin (cheaper even tho similar product, ex. Generic brands: sold without a brand name, typically in commodities market, ex.