COMMERCE 2MA3 Chapter Notes - Chapter 9: Customer Relationship Management, Wrap Rage, Signify
9 Nov 2017
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Document Summary
Marketers involved with the development, design, and sale of products think of them in an interrelated fashion. At the centre is the core customer value, which defines the basic problem-solving benefits that consumers are seeking. Marketers convert core customer value into an actual product. Attributes such as the brand name, features/design, quality level, and packaging are considered, although the importance of these products varies depending on the products. The associated services (augmented product) include the nonphysical aspects of the product. When developing or changing a product, marketers start with the 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. Marketers consider the types of products they are designing and selling because that impacts how they promote, price, and distribute their products. Consumer products are products and services used by people for their own personal use.
