MARK20100 Study Guide - Quiz Guide: Triscuit, Tea Bag, Kfc
Document Summary
Product: a good/service/idea/person/institution/place/event- doesn"t necessarily need to be tangible but our focus is on goods. Classification of goods: convenience goods: low involvement, not really socially visible. Staples- bread, sugar, milk don"t change packaging so people recognize it. Emergency- bought immediately: shopping goods: higher involvement- appliances, clothing . Take time and effort to shop for make comparisons: specialty goods: ultrahigh involvement. Shopping- see 4 hotels and do some research on hotels. Specialty- plan to stay at hilton head on the way in a ,000 room. Unsought- car engine dies, need to stay at hotel. Components- becomes part of product (ingredient) ex: corn/flour/sugar in kelloggs. Support product- everything else necessary to run business that does not go into product. Branding- using a name/term/symbol/design to identify a product and. Trademark: register brand name/mark w/us- exclusive, legal right. Protects product (functional benefit- stackable food containers)
