ADM 2320 Lecture 9: Chapter 9 - marketing

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Complexity of products: core customer value: the basic problem-solving benefits that consumers are seeking, associated services (augmented product): the nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service. Product mix and product line decisions: product mix: the complete set of all products offered by a firm. The product mix consists of various product lines: product lines: groups of associated items, such as those that consumers use together or think of as part of a group of similar products. Within each product line, there are multiple product categories: product category: an assortment of items that the customer sees as reasonable substitutes for one another. Each category within a product line may use the same or different brands. Brand: the name, term, design, symbol or any other features that identify one seller"s good or ser(cid:448)i(cid:272)e as disti(cid:374)(cid:272)t fro(cid:373) those of other sellers.

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