MKT 3401 Chapter : MARKETING 3401 10 7 2014
Document Summary
Components that make the product: packaging-read packaging articles (dasani water v sam"s club water, warranty-implied warranty implies it is supposed to be good and written warranty is bumper to bumper warranty, service after sale, brand/company image. What are functions of packaging: contain & protect the product, prevent theft, promote the product, by labeling the label influences (ex. Coca-cola putting names on bottles, made in usa: two purposes of labeling, provide you information-instructions, construction of the product, nutrition (campbell"s v progresso, reduction of cognitive distance-self-doubt after a purchase. Functions of package: label, color-serves as a source identifier, size, shape, smell, sound. 3 objective of branding: identification-why labels/logos are important, repeat sales, introduction of new products. Target weathered the recession because there is value in their brand. Problem for tiffany"s was they were making money on a bracelet, but it was diluting the brand. They discontinued the bracelet to protect the brand elite.
