BSM 100 Lecture Notes - Lecture 9: Dasani, User Friendly, Air Canada

• School: Ryerson University
• Department: Business Essentials
• Course: BSM 100
• Professor: Ranjita Singh

Document Summary

What is the purpose of having variety in brands in a company? (ex. Services: a product by another name: most services embody these qualities intangibility inseparability, variability, perishability. Standard/measurability: creating need for the service, depends on the people (who, when, perishability, difficult to match demand with supply. Customer benefit package: product layers: peeling the onion: actual product the physical good(s, co(cid:396)e (cid:271)e(cid:374)efit: satisfies the (cid:272)o(cid:374)su(cid:373)e(cid:396)"s (cid:374)eeds, aug(cid:373)e(cid:374)ted p(cid:396)odu(cid:272)t: (cid:449)a(cid:396)(cid:396)a(cid:374)ties, f(cid:396)ee se(cid:396)(cid:448)i(cid:272)e, i(cid:374)st(cid:396)u(cid:272)tio(cid:374) (cid:373)a(cid:374)uals, et(cid:272) . Smartphone: actual product, lightness, thinness, look and feel, ease of use, ring tone, game options, core benefit, communication, entertainment, image, augmented product, wa(cid:396)(cid:396)a(cid:374)tee, o(cid:449)(cid:374)e(cid:396)"s (cid:373)a(cid:374)ual, i(cid:374)su(cid:396)a(cid:374)(cid:272)e, (cid:272)usto(cid:373)e(cid:396) se(cid:396)(cid:448)i(cid:272)e. Why are people willing to pay the price for a smartphone: connectivity across devices, seamless, convenient, user-friendly. 177: app store; consumers trust apple; due diligence with 3rd party products, backward & forward compatibility. Increased improvements with all products (products from the past)