Management and Organizational Studies 2320A/B Lecture Notes - Lecture 9: Laundry Detergent, Brand Loyalty, Universal Product Code

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Mos 2320 chapter 9 (product, branding, and packaging decisions) Core customer value: the basic problem solving benefits that consumers are seeking: the core question what are customers looking for, marketers convert core customer value into an actual product. Attributes such as brand-name, quality level, packaging, features/ design are considered: associated services (a. k. a. augmented product) Include nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service. Types of products: consumer products products and services used by people for their personal use. Specialty products products or services toward which customers show such a strong preference that they will expand considerable effort to search for the best suppliers i. e. , luxury cars or trek madone 6 series bikes for bike enthusiasts. Shopping products products or services, such as furniture, apparel, fragrances, appliances, and travel alternatives, for which consumers will spend time comparing alternatives.