SMG MK 323 Chapter ch. 11 and 13: MK323TextbookNotesChapter11and13
15 Feb 2017
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Complexity and types of products benefits that consumers are seeking. Marketers convert core customer value into an actual product. The associated services augmented product, include the nonphysical aspects of the product, such as product warranties, financing, product support, and after-sale service. The amount of associated services also varies with the product. Consumer products are products and services used by people for their personal use. Specialty products/services: specialty products/services are those for which customers express such a strong preference that they will expend considerable effort to search for the best suppliers. Shopping products/services: for which consumers will spend a fair amount of time comparing alternatives. Convenience products/services: for which the consumer is not willing to spend any effort to evaluate prior to purchase. Unsought products/services: consumers either do not normally think of buying or do not know about. Complete set of all products and services offered by a firm is called it product mix.
