Management and Organizational Studies 2320A/B Chapter 9: Chapter 9 Product, Branding, and Packaging Decisions.docx

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Core customer value: the basic problem-solving benefits that consumers are seeking. Marketers convert core customer value into an actual product. Attributes such as the brand name, features/design, 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 after-sale service. The amount of associated services varies depending on the product. Consumer products: products and services used by people for their personal use. Customers show such a strong preference that they will expend considerable effort to search for the best suppliers. Consumers will spend a fair amount of time comparing alternatives. Consumer is not willing to spend any effort to evaluate prior to purchase. Consumers either do not normally think of buying or do not know about. Product mix: the complete set of all products offered by a firm.