MKT 100 Chapter 9: Product, Branding, and Packaging Deicsion
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MKT 100 Full Course Notes
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Complexity of products: core customer value-problem solving benefits, associated services (augmented product)-nonphysical attributes of product. Types of products: consumer products, specialty g/s. Eg) canada goose spend lots of time consider/search: shopping g/s. Eg) furniture, apparel, appliances spend time comparison: convenience g/s. Not willing to spend any effort to evaluate prior to purchase. Do not normally think of buying (fire extinguisher, funeral services) or do not know about. Product mix=complete set of all products offered by a firm: eg) colgate-palmolive. Product lines=groups of associated items: eg) c-p oral care, personal care, household care. Product category=an assortment of items that the customer sees as reasonable substitutes for one another: eg) c-p oral care line: toothbrushes, tooth paste, whitening, floss. Brands=names, terms, designs, symbols that identify one seller"s g/s as distinct from other sellers: eg) c-p brands toothbrushes. Product mix breadth=# of product lines or variety offered by firm: eg) c-p has 5.
