MARK 300 Chapter Notes - Chapter 7: Business Process, Brand Equity, Internal Communications
Document Summary
Product- anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Services- form of product that consists of activities, bene ts, or satisfactions offered for sale that are essentially intangible and do not result in ownership of anything. Products= key element in overall market offering. 3 levels of product: core customer value- what is buyer really buying, actual product- name, styles, parts, features, etc, augmented product- serves or bene ts. Classi cations: consumer products- product bought by nal consumers for personal consumption, industrial products- product bought by individuals and organizations for further processing or for use in conducting a business. Materials and parts- raw materials and manufactured. Capital items- aid in buyer"s production or operations. Organization marketing- activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization. Corporate image marketing- market themselves and polish images.
