BUSI 2208 Lecture Notes - Canadian Blood Services, Brand Equity, Sport Utility Vehicle
22 Dec 2012
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Chapter 9 product, branding and packaging decisions. Product- anything that is of value to a consumer and can be offered through a voluntary marketing exchange. All create value for consumers in their respective competitive marketing arenas People - jay-z other marketable personalities and celebrities. Product assortment/mix- the complete set of all products offered by a firm. Product lines groups of associated items, such as those that consumers can use together or think of as part of a group of similar products. Colgate-palmolive"s lines include oral care, personal care, household care etc. Product category an assortment of items that the consumer sees as reasonable substitutes for one another for example the oral care product line consists of several categories such as toothpaste, floss, whitening, toothbrushes etc. Brand the name, term, design symbol or any other feature that identifies one sellers goods or services as distinct from those of other sellers.
