MKT 1001 Lecture Notes - Lecture 7: Intangibility, Internal Communications, Brand Equity

• School: St. John's University
• Department: MKT - MARKETING
• Course: MKT 1001
• Professor: DiGangi

Document Summary

Products, services and experiences: market offerings include both tangible goods and services, companies create and manage customer experiences with their brands or companies * to differentiate their offers from that of the competitors. Figure 7. 1: core customer value> actual product (brand name, features, quality level, design, packaging)>augmented product (delivery and credit, product support, warranty, and after sale service) Product and service classifications: consumer products are bought by final consumers for personal consumption, table 7. 1: marketing considerations for convenience and shopping products (convenience, shopping, specialty + unsought) Individual product decisions: product line decisions, product mix decisions. Figure 7. 2: individual product and service decision product attributes>branding>packaging>labeling>product support services. Branding: a name, term, sign, symbol, design or a combination of these that identify the marker/seller of the product or service. Packaging: the activity of designing and producing the container or wrapper for a product. Identifies: describes, promotes, unit pricing open dating nutrition labeling.