6600:205 Lecture Notes - Lecture 11: Root Mean Square, Private Label, Brand Equity
16 Nov 2017
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Document Summary
Marketing chapter 11 product, branding, and packaging decisions. Complexity and types of products product- anything that is of value to a consumer and can be offered through a voluntary marketing exchange. All create value for consumers in their respective competitive marketing space. Complexity and types of products core customer value- de nes the basic problem solving bene ts that customers are seeking. Marketers convert core customer value into an actual product. The amount of associated services also varies with the product. When developing or changing a product, marketers start with a core customer value to determine what their potential customers are seeking, then they make the actual physical product and add associated services to round out the offering. The product mix re ects the breadth and depth of the company"s product lines breadth- represents a count of the number of product lines offered by the rm depth- equals the number of products within a product line.
