BU352 Chapter 9: BU 352
Document Summary
Complexity of products: core customer value: the basic problem-solving benefits that consumers are seeking, associated services (or augmented product: the nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service. Types of products: consumer products: products and services used by people for their personal use. Specialty products/services: products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers. Shopping products/services: products or services, such as apparel, fragrances, and appliances, for which consumers will spend time comparing alternative. Convenience products/services: products or services for which the consumer is not willing to spend any effort to evaluate prior to purchase. 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.
