AFM131 Chapter Notes - Chapter 15: Brand Loyalty, Brand Equity, Brand Awareness

• School: University of Waterloo
• Department: Accounting & Financial Management
• Course: AFM131
• Professor: David H A

Document Summary

Chapter 15: managing the marketing mix: product, price, place and promotion. Total product offer: everything that consumers evaluate when deciding to buy. Value: getting good quality at a fair price: consider tangible and intangible dimensions. Product line: group of products that are physically similar or intended for a similar market. Pg product lines include hair care, oral care, and household cleaners: there may be several competing brands. Pg has cheer, tide, and ivory brands in its laundry and fabric care product line. Production differentiation: creation of real or perceived product differences. Actual product differences are sometimes quite small; marketers must use a creative mix of pricing, advertising, and packaging. Bundling: strategy which combines goods and services for a single price. Ex. financial institutions offering everything from financial service to help in purchasing insurance, stocks, bonds, mutual funds. Charles" perspective: consumers are innovators: consumers will explain what they want,