BUSN 1101 Chapter Notes - Chapter 2: Price Skimming, Price Discrimination, Fixed Cost
22 Mar 2016
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Document Summary
Successful marketing requires identiftying a need, using market research to determine a target market, and implementing a marketing plan that satisfies customer over the long run. Product is any good, service, or idea that might satisfy a want or a need. Ex a phone, a car, a education, doctors advice. The total product offer consists of all the benefits associated with a good, a service, or an idea that impact a consumer"s purchasing decision. Ex buying a car is more than just transportation it is also style or image. (cid:1) The core product provides the core benefit or service that satisfies the basic need or want that motivates a consumers purchase. Core product is intangible ex a drink is thirst quenching. The actual product is the tangible aspect of the purchase that you can see, hear, smell, or taste ex for a camera the actual product may provide features such as a lcd screen.
