RSM250H1 Lecture 4: Class 4
12 Feb 2017
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Document Summary
Makes people get attracted to buy the things. Marketers think there are three levels of products. Canned soup, steel pipes are the most physical goods. Restaurant meal, cell-phone provides good but also service. Internet service provider, hair styling, postal service service: product types. Convenience: minimal effort of buying it just go in and get out, marketing: Shopping: less frequent purchases; more comparison effort, examples: cars, furniture, clothes, marketing: Specialty: strong brand preferences and loyalty, requires special purchase effort, little brand comparisons and low price sensitivity, examples: high-end luxury cars, designer clothes, marketing. Unsought: little product awareness and knowledge, life insurance, preplanned funeral services, marketing: Functions of packaging: contain and protect, promote the product, differentiate the product. Must not: mislead customers, fail to describe ingredients, fail to include safety warning. Survey customers regularly to assess current customer service. Use a mix of phone, email, fax, internet and interactive voice and data technologies. May able to raise price due to their service.
