MKT 100 Chapter 9: Product Branding and Packaging Decisions

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

Core customer value the basic problem-solving benefit consumers are seeking. Made up of: the actual product, associated services / augmented product the non- physical attributes of a product including product warranties, financing, product support and after-sale services. Consumer products products and services used for personal use. Specialty products/services customers have strong preference that they search for the best supplier. Shopping products/services customers will spend a fair amount of time comparing alternatives. Convenience products/services frequently purchased commodities, purchased with little thought. Unsought products/services products consumers do not usually think of buying or know about. Product mix - complete set of all products offered by a firm. Product category an assortment of items that the customers see as reasonable substitutes for one another. Brand the name, symbol, design or feature that differentiates on sellers good or service from other sellers. Product mix breath the number of product lines in a firm. Product line depth the number of products in a product line.