MKT 100 Chapter Notes - Chapter 9: Brand Equity, Stock Keeping Unit, Signify
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MKT 100 Full Course Notes
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Marketers involved with the development, design, and sale of products think of them in an interrelated fashion as depicted: Core customer value the basic problem-solving benefits that consumers are seeking. Associated services (or augmented product) - the nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service. Consumer products - products and services used by people for their personal use. Specialty: consumer show a very strong preference that they will expend considerable effort to search for the best suppliers (e. g. canada goose coats) Shopping: consumers spend a fair amount of time comparing alternatives (e. g. shoes) Convenience: consumer is not willing to spend any effort to evaluate prior to purchase (e. g. bread) Unsought: consumers do not normally think to buy (e. g. funeral services) or do not know about (new-to-the-world products) Product mix - the complete set of all products offered by a firm.
