MGTA01H3 Chapter Notes - Chapter 3: Fast-Moving Consumer Goods, Everett Rogers, Virtual Reality
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MGTA01H3 Full Course Notes
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Document Summary
Chapter 3: products: the things consumers need and want: products: filling needs and satisfying wants, product: a good or service that fills a buyer"s needs or satisfies the buyer"s wants, delivers 3 elements, 1. Function: what a product is intended to do (describes a product at its most minimal) - all cars are the same, have the same function: 2. Strategies for appeal: how to manuals and information sheets on implementation - don"t need much info to convince them to change: early majority: large segment of population, willing to adopt new ideas before the average person. Strategies for appeal: success stories and evidence of effectiveness: late majority: skeptical of change, only try something new if it has been tried by majority. Brand awareness: a consumer being able to recognise a product"s name, logo, colours, or design so that when they need a particular good or service, they will look for any of these: 2.
