AFM131 Chapter Notes - Chapter 15: Social Network, Exponential Growth, Mobile Advertising

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AFM131 Full Course Notes
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AFM131 Full Course Notes
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It is an ongoing process, cannot do a onetime survey: monitor changing customer wants and needs, adapt products, services, and policies accordingly. Developing a total product offer: total product offer (value package) - everything that customers evaluate when deciding whether to buy something. Product differentiation: product differentiation - the creation of real or perceived product differences, actual product differences are quite small, marketers must use a creative mix of branding, pricing, advertising and packaging to create a unique, attractive image. Some companies have used packaging to change and improve basic products, e. g. handles and single use packets. For sellers, brand names facilitate new-product introduction efforts, add to repeat purchases, differentiate products so price can be set higher: companies sue other companies for too closely matching brand names. Pricing strategies for new products: how to determine pricing during introductory phase of the product life cycle. Some manufacturers sell directly to customers, direct channel.

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