BU352 Chapter Notes - Chapter 9: Zipper, Brand Licensing, Private Label
Document Summary
There is more to a product than its physical characteristics or its basic service function. Core customer value the basic problem-solving benefits that consumers are seeking. Marketers convert core customer value into an actual product. Attributes such as the brand name, feature/design, quality level, and packaging are considered. Associated services- the nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service. The amount of associated services varies depending on the product. When developing or changing a product, marketers start with the core customer value to determine what their potential customers are seeking. 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.
