MKT 100 Lecture Notes - Lecture 10: Brand Licensing, Brand Equity, Brand Awareness

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: unavailable

Document Summary

Core customer value: the basic problem solving benefits that consumers are seeking. Associated services (for augmented product): the non physical attributes of the product, including product warranties, financing, product support and after-sale service. Consumer products: products and services used by people for their personal use. Shopping: customers spend a fair amount of time comparing alternative. Convenience: consumer is not willing to spend any effort to evaluate prior purchase. Unsought: consumers either don"t normally think of buying or do not know about. Product mix: the complete set of all products offered by a firm. Product lines: groups of associated items, such as those that consumers use together or think of as part of a group of similar products. Product category: an assortment of items that the customer sees as reasonable substitutes for one another. Brand: the name, term, design, symbol or any other features that identify one seller"s good or service as distinct from those of other sellers.