COMM 223 Lecture Notes - Lecture 9: Internal Communications, Interactive Marketing, Store Brand
23 Jan 2017
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Document Summary
Chapter 9 products, services and brands building customer value. Product anything that can be offered to a market for attention, acquisition use or consumption that might satisfy a want or need. Service any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Business product a product bought by individuals and organizations for further processing or for use in conducting a business. Branding: a name, sign, symbol, design or a combination of these that identifies the products or services of one seller and differentiates them from competitors. Packaging: designing and producing the container or wrapper for the product. Labeling: the label identifies the product or brand (describes product attributes) Product support services: customer service is an element of product strategy. Product line length the number of items in the product line.
