ADM 2320 Lecture Notes - Lecture 13: Brand Equity, Market Saturation, Intangible Asset

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

The first of the four ps is product. A product can be anything that is of value to a consumer and can be offered through a marketing exchange. A raincoat to protect you from the rain. These are associated services that come with the product. Types of goods can be divided into four groups. This is a frequent purchase, little comparison or shopping effort, low customer involvement. Less frequent purchase, little comparison effort, comparison of brand on price, quality, style. Strong brand preference and loyalty, special purchase effort, comparison of brand, low price sensitivity. Little product awareness, knowledge (or if aware, little or even negative interest) These are products that are similar in consumption. The category is the company name in each product line. This is the number of products within a product line. The reason that companies have brand because it offers value to customers and marketers.