Management and Organizational Studies 1021A/B Lecture Notes - Lecture 9: Marketing Mix, Yield Management, Ikea

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

Types of products: product: good, service, or idea, consisting of a bundle of tangible and intangible attributes, tangible: physical characteristics (ex. colour, sweetness, intangible: aspects of a product that can"t be touched (ex. How a product makes you feel: products can be o ine (ex. cereal, taking a vacation) or online (ex. twitter, search engines, non-durable goods: items that don"t last and are consumed for a limited number of time (ex. A bag of popcorn, fuel: durable goods: items that last over an extended number of uses (ex. appliances, vehicles, service: intangible activities, bene ts, or satisfactions (ex. Taking a vacation or going to a movie: in the service industry, one can distinguish between primary services (ex. A bank providing bank accounts) and supplementary services (ex. parking, abms) The total product concept: core product: bene ts derived from using the product, ex. A bicycle provides transportation: actual product: physical goods or service, including branding, design, and features, ex.