MKTG 3101 Lecture Notes - Lecture 7: Starbucks, Storebrand, Whole Foods Market
Document Summary
Module 8 notes: products, services and brands learning objectives: Theme 1: distinguish characteristics of products versus services. Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want. Pure tangible goods, such as soap; no services accompany the product. Pure services, for which the market offer consists primarily of a service. Examples include a doctor"s exam and financial services. Between these two extremes, however, many goods-and-services combinations are possible. Starbucks- you"re not just getting coffee you"re getting an experience. Assumes consumers are rational and analytical decision-makers. Delivers products that simply focus quality or price. Assumes consumers are both emotional decision-makers who take product quality as a given. Create an emotional and meaningful interaction consumers can incorporate into their lifestyle. Theme 2: understand decisions companies make regarding individual products, product lines, and product mixes. Communicate and deliver benefits by product and service attributes.
