DANCEST 805 Lecture Notes - Lecture 18: Heavy Equipment, Soybean, Disability Insurance
Document Summary
Marketing & supply chain management, period 4, 2016, rs. Just because a product is better is no guarantee it will succeed: studied mouse habits, not consumer preferences, the value proposition: consumers" perception of the benefits they will receive, marketers task: 1. Create a better value than what"s already out there, 2. Intangible products: services, ideas, people, places, can"t always see etc: a good: tangible product, can see, touch, smell, taste or possess, product: packaging, brand name, benefits, supporting features, creating, developing &marketing appropriately (marketer"s role) The core product: consists of all benefits the product will provide for consumers or business customers, benefit: outcome that the customer received from owning or using a product, marketing is about supplying benefits, not features/products. The actual product: physical good or the delivered service that supplies the desired benefit, unique features of the product: appearance/ styling, package, brand name.
