MKT 3421 Study Guide - Final Guide: Brand Equity, Customer Switching, Dewalt
Document Summary
Attributes, benefits, and values: attributes- the characteristics of a product. There are 3 main types of benefits and the marketer has to determine which one is relevant to the target audience and then you want to convey that benefit to the consumers/target audience: functional. I need product x to make life easier. Gets you from point a to point b. Certain cars allow you to drive more miles on one take of gas than others. If you drive car y, it shows you what kind of person you are. Makes people feel good about themselves: experiential. It"s not about the self and more about the experience. You drive car x because it"s just a fun car to drive that gives you the thrill of the road. Harley davidson products are big on this. I was looking for something a lot more creative. You obviously don"t understand our product or market. this is the worst one.
