ADM 2320 Lecture Notes - Lecture 13: Brand Loyalty, Brand Licensing, Brand Awareness
16 Mar 2016
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Document Summary
Core customer value: the basic problem solving beneits that consumer are seeking, marketers convert core customer value into an actual product. Associated services: the nonphysical atributes of the product, including product warranies, inancing, product support, and ater sale service, also referred to as the augmented product. There are two primary categories of products and services based on who is buying them: consumers or businesses. Consumer products: product and services used by people for their personal use. Speciality product/service: products/services toward which customers show a strong preference that they will expend considerable efort to search for the best suppliers. Shopping product/service: consumers will spend a fair amount of ime comparing alternaives. Convenience products/services: products or services for which the consumer is not willing to spend any efort to evaluate prior to purchase. Unsought products/services: consumers either do not normally think of buyer or do not know about, these products require lots of markeing efort and various forms of promoion.
