MKT 100 Lecture Notes - Lecture 9: American Marketing Association, Webcam, Brand Awareness

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

Document Summary

Chapter 9 product, branding and packaging decisions. 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. Product is anything that can be offered to a market to satisfy a need or want. For example: physical good, services, experiences, events, people, places, properties, information and ideas. We as marketers see ourselves as benefit providers when making products. This is called core benefit of a product. Core customer value: the basic problem-solving benefits that consumes are seeking. Marketers convert core customer value into an actual product. Associated services (or augmented product): the nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service. Specialty: products/services which customer show a strong preference that they will expand considerable effort to search for the best suppliers. Ex: luxury cars, legal or medical professionals, designer apparel, jewelry.