BU121 Lecture Notes - Lecture 15: Price Skimming, Sales Promotion, Durable Good
Document Summary
Chapter 10: product, price, place, promoion: provide something of unique value to the customer. 2. convince them of its unique beneit integrated/consistent system of aciviies. All 4 elements must give a consistent message and image core beneit proposiion (cbp): clear, concise statement of product"s unique beneit or value proposiion. Product: in markeing, any good or service, along with its perceived atributes and beneits, that creates value for the customer oten a blend of goods and services. Atributes can be tangible or intangible (warranies vs. brand image) Total product concept: physical features to support cbp; package of beneits as seen by consumer: brand, package, service, warranty, delivery, credit, atmosphere, image, price, accessibility, etc. Brand: collecion of percepions in the mind of the consumer, built through efecive communicaions, appealing logos, and through total experience that the product ofers. Communicate cbp & move customer through stages of recogniion: non-recogniion, brand recogniion, brad recall/awareness, brand preference, brand loyalty htp://images. businessweek. com/ss/09/09/0917_global_brands/101. htm htp://www. youtube. com/watch?v=nejbhvogisu&feature=related htp://video. forbes. com/fvn/best-brands-2011/best-brands-countdown.
