MGM102H5 Chapter Notes - Chapter 9: Toothpaste, Zipper, Brand Equity
Document Summary
There is more to a product than its physical characteristics or basic service function. The basic problem solving benefits that consumers are seeking. The non physical attributes of the product, including product warranties, financing, product support, and after-sale service. Consumer products: products or services used by people for their personal use. Products or services towards which customers show such a strong preference that they will expend considerable effort to search for the best supplier. Luxury cars, legal or medical professionals, or designer apparel, etc. Products or services for which customers will spend a lot of time comparing alternatives. Products or services for which the customer is not willing to spend any effort to evaluate prior to purchase. Products or services customers don"t normally think of buying or don"t know about yet. Complete set of all products offered by a firm.
