MKTG 2030 Chapter Notes -Search Engine Optimization, Servicescape, Impulse Purchase
16 Mar 2014
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Document Summary
Marketer"s two tasks: first, to create a better value than what"s out there already, and second, to convince customers that this is true. Good: a tangible product that we can see, touch, smell, hear, or taste. Marketers think of the product as more than just a thing that comes in a package. Attributes: include features, functions, benefits, and uses of a product. Marketers view products as a bundle of attributes that includes the packaging, brand name, benefits, and supporting features in addition to a physical good. Marketer"s role in creating the value proposition is to develop and market products appropriately. Core product: consists of all the benefits the product will provide for consumers or business customers. Actual product: is the physical good or the delivered service that supplies the desired benefit. Augmented product the actual product plus other supporting features such as a warranty, credit, delivery, installation, and repair service after the sale.
