Management and Organizational Studies 2320A/B Lecture Notes - Lecture 7: Brand Equity, Brand Licensing, Private Label

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Alex Mc Dougall

Document Summary

Core customer value the basic problem solving benefits that consumers are seeking. Convert core customer value into the actual product. Associated services (augmented product) the non physical attributes of the products, including product warranties, financing, product support, and after-sale service. Consumer products products and services used by people for their personal use. Specialty products/ services, shopping products/services, convenience products/services, unsought products/services. Product mix the complete set of all products offered by a firm. Product lines groups of associated items, such as those that consumers use together or think of as a group of similar products. 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 the names, te(cid:396)(cid:373)s, desig(cid:374)s, s(cid:455)(cid:373)(cid:271)ols, o(cid:396) a(cid:374)(cid:455) othe(cid:396) featu(cid:396)es that ide(cid:374)tif(cid:455) o(cid:374)e selle(cid:396)"s good o(cid:396) se(cid:396)(cid:448)i(cid:272)e as distinct from those of other sellers.