BUSN 70 Lecture Notes - Lecture 3: Ibuprofen, Integrated Marketing Communications
3 Nov 2016
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>product development process external sources like agencies, customers market the product; many ideas are rejcted: idea generation new ideas come internally from marketing research or employees & form b. Product line: group of closely related products that are treated as a unit bc of similar marketing strategy, production, or end use considerations ex: apple, mac. Product mix: all products offered by a company ex: apple phones, tablets, apps. Brand- name, symbol, design that defines a product. Brand name part that can be spoken and consists of letters, words, and numbers. Brank mark part of the brand that is a distinctive design ex: mcdonald"s arches. Trademark: brand registered w/ us patent and trademark office to protect their name. Manufacturer initiated and owned by manufacturer to identify products from point to purchase. Private distributor when someone sells them it and they put a label, costs less. Packaging: external container that holds and describes the product; influences customers" attitude.
