MARK 3000 Chapter Notes - Chapter 11: Taco Bell, Air Freshener, Pizza Hut

• School: University of Georgia
• Department: Marketing
• Course: MARK 3000
• Professor: Grantham

Document Summary

Anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Consumer products: products used for personal use. Specialty: customers show such a strong preference that they will expend considerable effort to search, ex: wedding gown, college apparel, antiques. Shopping: consumers will spend a fair amount of time comparing alternatives, ex: shoes, appliances, cellphones. Convenience: consumer is willing to spend minimum effort to evaluate prior to purchase, ex: shampoo, candy, canned goods. Unsought: consumers either do not normally think of buying or do not know about, ex: fire extinguishers, dictionary, medical supplies. Product mix: complete set of all products offered by a firm: ex: Product line: within a product mix groups associated with items, such as those that consumers use together or think of as part of a group of similar products: ex: Breadth: number of product lines: across/rows. Depth: number of categories within a product line: down/how deep/columns.