MKT-3050 Chapter Notes - Chapter 8: Life Insurance, Wood Preservation, Pattern Hair Loss
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Chapter 8: product i: innovation and new product development. Unfortunately, many of them thought the little champ looked too expensive to throw away, so they felt they should empty the trap for reuse. This was a task most women (cid:449)e(cid:396)e(cid:374)"t (cid:449)illi(cid:374)g to do they wanted a trap they could happily toss into the garbage. Layers of the product concept: a product represents all that a customer receives in an exchange, marketers disti(cid:374)guish a(cid:373)o(cid:374)g th(cid:396)ee disti(cid:374)(cid:272)t (cid:862)la(cid:455)e(cid:396)s(cid:863) of the p(cid:396)odu(cid:272)t: Lecture notes: a product is everything that a customer receives from a purchase. Figure 8. 1 illustrates how a product such an automobile can be broken down into three layers corresponding to the core product, actual product, and augmented product. Marketers need to u(cid:374)de(cid:396)sta(cid:374)d (cid:272)o(cid:374)su(cid:373)e(cid:396)s" (cid:374)eeds a(cid:374)d (cid:449)ants at each level and market their products app(cid:396)op(cid:396)iatel(cid:455). Let"s dis(cid:272)uss the th(cid:396)ee p(cid:396)odu(cid:272)t la(cid:455)e(cid:396)s i(cid:374) (cid:373)o(cid:396)e detail: basic benefits relate to the primary reason why consumers purchase a given product within a product category.