MGMA01H3 Lecture Notes - Old Navy, Internal Communications, Interactive Marketing
20 Jan 2013
School
Department
Course
Professor
Document Summary
Chapter 9 designing a customer-driven strategy and mix. Product anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Service any activity or benefit that one party can offer to another that is essentially intangible and doesn"t result in the ownership of anything. Market offerings often consist of a combination of goods and services. Core customer value when designing products, marketers must define the core, problem-solving benefits or services that consumers seek. Actual product marketers need to develop product and service features, a design, a quality level, a brand name, and packaging. Augmented product around the core benefit and actual product by offering additional consumer services and benefits. Consumer products a product bought by final consumers for personal consumption. Convenience product a consumer product that customers usually buy frequently, immediately, and with a minimum of comparison and buying effort.
