MGT252H5 Chapter Notes - Chapter 9: Targeted Advertising, Corporate Identity, Personal Organizer
Document Summary
Chapter 9: 9. 1, product, anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need, more than just tangible objects, e. g. Disney"s dreams and memories through its movies and theme parks, nike, Alberta library: levels of products and services, 3 levels. Augmented product: what is the buyer really, turning the core benefit to buying actual products, develop, g+s features, design, brand quality name, packaging. level, e. g. Bb is an actual product: e. g, revlon - in the factory, they make cosmetics. In the store, they sell hope: bb - more than just a cellphone, email device or personal organizer. Also includes freedom and on-the-go connectivity to people and resources: building around the core benefit and actual product by offering additional customer services and benefits, e. g. Distribution: widespread, convenient locations, selective, fewer outlets, exclusive, 1 or few outlets market per area. Advertising and personal selling by producer and resellers.
