MKT 320F Lecture Notes - Lecture 9: Carbon Footprint, Deepwater Horizon Oil Spill, Brand Equity
Document Summary
Chapter 09: elements of product planning for goods and services. Product is the starting point of the marketing mix. Campbell"s product lines and product mix rarely does company sell only one product. Standardized components: same parts with limited characteristics that change. Efficient sales and distribution: variety of products to choose from to maximize sale (color of vehicles) Equivalent quality: same level of quality throughout product line. People buy volvo vehicles for this reason; we didnt invent the idea of of fuel efficieny; we just perfected it in an engine . Branding: brand name, brand mark, brand equity, global brand. : the part of a brand that can be spoken, including letters, words, and numbers; ex. Wanting to grow the ut brand by playing overseas to advertise the brand because many students at ut are foreigners. : the elements of a brand that cannot be spoken. : the value of company and brand names.
