COMM 223 Chapter Notes - Chapter 9: Internal Communications, Intangibility, Corporate Identity
12 Dec 2016
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Product planners need to think about products and services on 3 levels. Each level adds more customer value: core benefit. Marketers must first define the core, problem solving benefits or services that consumers seek: actual product. Marketers need to develop product and service features, design, a quality level, brand name and packaging: augmented product. Build an augmented product around the core benefit and actual product by offering additional consumer services and benefits. A product bought by individuals and organizations for further processing or for use in conducting a business. Includes materials and parts, capital items (products that aid in the buyer"s production or operations, and supplies and services: organizations, persons, places and ideas. Organization marketing: consists of activities undertaken to create, maintain or change the attitudes and behaviour of target consumers toward an organization. Corporate image advertising: campaigns to market themselves and polish their images.
