Products, Services, and Brands

2 Pages
Unlock Document

Management (MGM)
Alison Jing Xu

Product, Services, and Brands  Product: anything that can be offered to satisfy a consumer’s want  Service: an intangible product  Types of Products: - ConvenienceSnack food, milk, newspaper - Shopping Cars, furniture, clothes - Specialty Luxury products, designer clothes - Unsought life insurance, preplanned funeral services, new innovations  Levels of product and services - Core benefits - Actual product: brand name, quality level, packaging, design, features - Augmented product: delivery and credit, installation, warranty, after-sale service  Product line: a broad group of products, intended for similar uses and having similar characteristics  Ex. Panasonic: TV, DVD player, telephones, audio equipment  Products in the same product line: - Similar function - Same customer group - Same market outlet - Close price range  Product line length: the number of items in the product line - Line Stretching: adding products that lengthen a product line beyond its current range - EX. ToyotaLexus; NissanInfinity; HondaAcura  Line filling: adding more items within present range - Adding more brands and products  Brand: a name, term, sign, symbol, or design that identifies the products/services of sellers abd
More Less

Related notes for MGMA01H3

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.