Management and Organizational Studies 2320A/B Lecture Notes - Doritos, Interactive Marketing, Starbucks

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Angela White

Document Summary

Chapter 9- products, services and brands: what is a product. Product: anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Service: any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Experiences: represent what buying the product or service will do for the customer. Define the core, problem solving benefits or services the consumer seeks. Revlon factory makes cosmetics, in stores we sell hope . Features, design, a quality level, a brand name and packaging. After sale service, warranty, installation, delivery and credit. Products and services fall into two broad classes based on the types of consumers that use them- consumer products and industrial products. Consumer products: a product bought by a final consumer for personal consumption. Frequent purchase, little planning comparison or shopping effort, low customer involvement.