COMM 131 Lecture Notes - Lecture 5: Marketing Mix, Ford Escape, Longrun
7 Apr 2013
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Document Summary
Product: anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Services: activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything. Market offering may include sure tangible goods, pure services, or a ix of the two, combined with customer experiences. Organization marketing and corporate image advertising focus on changes in behaviour and attitudes towards the organization. People marketing; normally used for politicians, celebs. Idea marketing; anything from general to specific ideas and concepts. Core customer value: the core, problem-solving benefits. Actual product: features, design, packaging, quality, level, brand name. Augmented product: after-sale service, warranty, product support, delivery and credit. Consumer products: products bought by final consumers for personal consumption, includes convenience, shopping, specialty, and unsought products. Convenience products: customers buy frequently and immediately, and with minimum comparison and buying effort (ex.
