MKT 100 Lecture Notes - Lecture 9: Marketing Mix, Signify, Capri Sun

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Tatiana Astray

Document Summary

Marketers convert core customer value into an actual product. Associated services/ augmented product: the non-physical attributes of the product, including product warranties, financing, product support, and after-sale service: e. g. Canada goose coats come with a lifetime warranty for defects in material. Marketers consider their type of products because it impacts their marketing mix. Two primary categories of products and services based on who is buying them: consumers, businesses. Consumer products: products and services used by people for their personal use. Products or services toward which customers show such a strong preference that they will expend considerable effort to search for the best suppliers. Products or services such as furniture, apparel, fragrances, appliances, and travel alternatives for which consumers will spend a fair amount of time comparing alternatives. Products or services for which the consumer is not willing to spend any effort to evaluate prior to purchase.