BU352 Chapter Notes - Chapter 9: Private Label, Zipper, Corn Flakes
Document Summary
Core customer value: basic problem solving benefits that consumers are seeking. Convert core customer value into actual product consider name, features/design, quality level, packaging. Associated services/augmented product: nonphysical attributes of product, including warranties, financing, product support, and after-sale service brand. 2 primary categories of g/s: consumers or businesses. Consumer products: g/s used by people for personal use. Specialty products/services: g/s which customers show strong preference that they"ll expend considerable effort to search for best suppliers (e. g. luxury cars, legal/medical professionals, designer apparel) Extensive process used to approve authorized retailers helps maintain premium image. Shopping products/services: consumers spend fair amount of time comparing alternatives (furniture, apparel, appliances, fragrances, travel alternatives) Convenience products/services: consumers aren"t willing to spend any effort to evaluate prior to purchase (e. g. frequently purchased commodity items purchased with little though like beverages, bread, soap) Unsought products/services: consumers don"t normally think of buying (funeral services, fire extinguishers) or don"t know about.
