MGMA01H3 Chapter 9: Chapter 9 Notes
Document Summary
Consumer products consumer product a product bought by final consumers for personal consumption; consumer products include convenience products, shopping products, speciality products, and unsought products. Frequent purchase, little planning, little shopping effort or comparison, low customer involvement. Less frequent purchase, much planning and shopping effort, comparison of brands on price, quality, style. Advertising and personal selling by both producer and resellers. Strong brand preference and loyalty, special purchase effort, little comparison f brands, low price sensitivity. Exclusive in 1 or a few outlets per market area. More carefully targeted promotion by both producer and resellers. Little product awareness or knowledge (or, if aware, little or even negative interest) Aggressive advertising and personal selling by producer and resellers. Building strong brands: major brand strategy decisions involve brand positioning, brand-name selection, brand sponsorship, and brand development. Reviewing objectives and key terms: define product and the major classifications of products and services.
