Management and Organizational Studies 1021A/B Lecture Notes - Lecture 9: Brand Equity, Marketing Mix, Psychological Contract

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

Document Summary

Lecture 9: the markeing mix: product, price, place, promoion. Products: products are any combinaion of goods, services, and/or ideas, from a marketer"s perspecive, we might also consider a product a bundle tangible and intangible atributes. Tangible atributes are those physical characterisics of a product. Intangible atributes are those aspect of a product which cannot be touched by can nevertheless be felt and experienced: products can also be online or oline. Services: services are those intangibles- aciviies, beneits, experiences, or saisfacions that marketers can deliver to customers, in the service industry, it is necessary that marketers disinguish between primary services and supplementary services. Primary service: main service that an organizaion provides. Bank: keeping money secure, giving you inancial tools needed. Supplementary services: used to add value to primary service or product; to disinguish from compeitors. Atm: considered supplementary service, ways for banks to disinguish themselves from others.