BU352 Chapter Notes - Chapter 9: Brand Awareness, Pillsbury Doughboy, Signify
Document Summary
Core customer value: the basic problem- solving benefits that customers are seeking. Marketers convert core customer values into an actual product; attributes such as the brand name, quality level, and packaging are considered, the importance of these attributes vary depending on the product. Associated services/augmented product: the nonphysical attributes of the product including product warranties, financing, product support, and after-sale service. When developing/changing a product marketers start w/ core customer values to determine what their potential customers are seeking. Different products require different promotion, prices, and distribution techniques. Consumer products can be classified into many different types: Specialty products/services: customers show such a strong preference that they will expend considerable effort to search for the best suppliers, the extensive process used to approve authorized retailers helps maintain a premium image ex. , luxury cars, legal/medical professionals. Shopping products/services: consumers will spend a fair amount of time comparing alternatives ex. , furniture, apparel.
