COMM 296 Lecture Notes - Lecture 9: Famous Amos, Pizza Hut, Wrap Rage
Document Summary
Chapter 11 product, branding and packaging decisions. Core customer value = basic problem solving beneits that consumers are seeking. Actual product = physical attribtues of a product including the brand name, features/design, quality level and packaging. Associated services a. k. a augmented product = non-physical attributes of product (ex: product warranty, inancing, product support and after sales) Bottom line: marketers start w/ the core customer value; determine the potential customer, make actual physical and add associated services. Types of products consumer products = products used by people for personal use; classiied into: 1. Specialty products/services = those for which customers shows a strong preference. Willing to spend efort and time to search for the best suppliers: 2. Shopping products/services = those for which consumer is willing to spend time. Comparing alternatives (ex: apparel, fragrance, appliances: 3. Convenience products/services = those for which consumer is not willing to spend any efort to evaluate prior to purchase: 4.
