COMM 296 Chapter Notes - Chapter 11: Brand Equity, Root Mean Square
Document Summary
Product - anything that is of value to a consumer and can be offered though a voluntary marketing exchange. More then just physical characteristics or basic service function. Core customer value - the basic problem-solving bene ts that consumers are seeking. Actual product - the physical attributes of a product including brand name, features/design, quality level and packaging. Associated services (augmented product) - the nonphysical attributes of the product including product warranties, nancing, product support and after-sale service. Consumer products - products and services for personal use. Specialty products/services - toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best supplier. Shopping p/s - consumers spend time comparing alternative, such as apparel,fragrances and appliances. Convenience p/s - consumer not willing to spend any effort to evaluate prior to purchase. Unsought p/s - consumers wither do not normally think of buying or do not know about.
