MKT 100 Lecture Notes - Lecture 8: Brand Awareness, David Aaker, Apple Inc.

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Lecture 9 notes: product, branding and packaging decisions. What is a product from marketers perspective. E(cid:454)plai(cid:374) the diffe(cid:396)e(cid:374)(cid:272)e (cid:271)et(cid:449)ee(cid:374) a p(cid:396)odu(cid:272)t (cid:373)i(cid:454)"s (cid:271)(cid:396)eath a(cid:374)d a p(cid:396)odu(cid:272)t li(cid:374)e"s depth. Describe the types of branding strategies used by firms. State how a p(cid:396)odu(cid:272)t"s pa(cid:272)kagi(cid:374)g a(cid:374)d la(cid:271)el (cid:272)o(cid:374)t(cid:396)i(cid:271)ute to a fi(cid:396)(cid:373)"s o(cid:448)e(cid:396)all st(cid:396)ateg(cid:455) Identify the advantages that brands provide firms and consumers. A product is the item offered for sale. A product can be an item or service there is more to its physical shape or basic service function. What is a product for marketers: product is anything that can e offered to a market to satisfy a need or want, for example, physical goods, services, experiences, events, people, places, properties, information, ideas. What is the relationship between products and the notion of complexity: we as marketers must see ourselves as benefit providers when making products.