Management and Organizational Studies 2320A/B Lecture Notes - Lecture 9: Brand Equity, Signify, Aeroplan

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Alex Mc Dougall

Document Summary

Types of products: consumer products- products and services used by people for their personal use, specialty products/services. Products or services toward which customers show such a strong reference that they will expend considerable effort to search for the best suppliers: shopping products/services. Products or services, such as furniture, apparel, fragrances, appliances, and travel alternatives, for which consumers will spend a fair amount of time comparing alternatives: convenience products/services. Products or services for which the consumer is not wiling to spend any effort to evaluate prior to purchase: unsought products/services. Products consumers do not normally think of buying or do not know about. Within each product line, there are often multiple product categories. Product category- an assortment of items that the customer sees as reasonable substitutes for one another sellers. Each category within a product line may use the same or different brands- names, terms, designs, Product mix breadth- aka variety, represents the number of product lines offered by the firm.