MGTA01H3 Chapter Notes - Chapter 6: Brand Loyalty, Brand Equity, Business Analysis
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MGTA01H3 Full Course Notes
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Document Summary
Chapter 6: developing and promoting goods and services (what is a product?) Features: the qualities, both tangible and intangible, that a company builds into its products. Value package: product marketed as a bundle of value-adding attributes, including reasonable cost. Convenience goods: relatively inexpensive consumer goods or servicesthat is bought and used rapidly and regularly, causing consumers to spend little time looking for them or comparing their prices. Shipping goods/services: moderately expensive consumer goods or services that are purchased infrequently, causing consumers to spend some time comparing their prices. Specialty goods/services: very expensive consumer goods or services that are purchased rarely, causing consumers to spend a great deal of time locating the exact time desired. Expense items: relatively inexpensive industrial goods that are consumed rapidly and regularly. Capital items: expensive, long-lasting industrial goods that are used in producing other goods or services. Product mix: the group of products a company has available for sale.
