Chapter 9 Product, Branding, and Packaging Decisions.docx

6 Pages

Management and Organizational Studies
Course Code
Management and Organizational Studies 2320A/B
John White

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Chapter 9 Product Branding and Packaging Decisions Complexity of Products and Types of ProductsComplexity of Products Core Customer Value The basic problemsolving benefits that consumers are seeking Marketers convert core customer value into an actual product Attributes such as the brand name featuresdesign quality level and packaging are considered though the importance of these attributes varies depending on the product Associated Services Or Augmented Product The nonphysical attributes of the product including product warranties financing product support and aftersale service The amount of associated services varies depending on the product Types of Products Consumer Products Products and services used by people for their personal use Specialty ProductsServicesCustomers show such a strong preference that they will expend considerable effort to search for the best suppliers Shopping ProductsServicesConsumers will spend a fair amount of time comparing alternatives Convenience ProductServicesConsumer is not willing to spend any effort to evaluate prior to purchase Unsought ProductsServicesConsumers either do not normally think of buying or do not know about Product Mix and Product Line Decisions Product Mix The complete set of all products offered by a firm Product Lines Groups of associated items such as those that consumers use together or think of as part of a group of similar products Product Category An assortment of items that the customer sees as reasonable substitutes for one another Brand The name term design symbol or any other features that identify one sellers good or service as distinct from those of other sellers Product Mix Breadth The number of product lines or variety offered by the firm Product Line Depth The number of products within a product line 1
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