Management and Organizational Studies 2320A/B Chapter 9: Product, Branding, and Packaging Design

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Emily Chen- Bendle

Document Summary

Chapter 9 - product, branding, and packaging design. Core customer value - the basic problem-solving benefits that consumers are seeking. Associated services (or augmented product) - nonphysical attributes of the product (including warranties, financing, product support, etc. ) Consumer products - products and services used by people for their own personal use. Includes products that consumers will go out of their way to find because they need the best supplier. Includes things like luxury cars, legal/medical professionals, designer apparel, etc. Product mix - complete set of all products owned by a firm. Product lines - groups of associated items, such as those consumers use together or think of as associated to one another. Product category - assortment of items that the customer sees as seasonable substitutes for one another. Brands - the names and any features that identify one seller"s good as distinct from those of others. Product mix breadth - number of product lines offered by a firm.