33:630:301 Final: Intro to Marketing Final Review

• School: Rutgers University
• Department: Marketing
• Course: 33:630:301
• Professor: S Schwartz

Document Summary

Create value for customers and build customer relationships. The 5 cs: customers, company, competitors, collaborators, context. Decisions (4 ps: product, place, promotion, price. Chapter 7 marketing mix decisions: products and services. Products: three levels of product, 1. Identify the problem-solving benefits that customers seek: 2. Actual product: what are the physical attributes of the product itself, brand name, quality, packaging, features, design, 3. Augmented product: what are the additional customer services and benefits, after-sale service, delivery, warranty, types of consumer products (& their marketing considerations) Product and service decisions: individual product decisions. Characteristics that give the product ability to fulfill needs. Line filling: lengthen the product line by making new products for upper or lower class users, 2. Intangibility: services cannot be seen, tested, felt, heard, or smelled before purchase. Internal marketing: service firm must orient and motivate its customer- contact employees and supporting service people to work as a team to provide customer satisfaction.