BU352 Chapter Notes - Chapter 9: Universal Product Code, Toothpaste, Liquid Oxygen
Document Summary
Lo1: complexity of products and types of products. Actual product: brand name, quality, packages, features/design. Associated services (augmented product): financing, warranty, product support. Core customer value: basic problem-solving benefits consumers are seeking. Speciality products/services: customers show a strong preference to. So much so that they will expend considerable effort to search for the best supplies. Shopping products/services: products or services, such as furniture, apparel, fragrances, appliances, travel alternatives for which consumers will spend a fair amount of time comparing alternatives. Convenience products/services: consumer spends no effort evaluating prior to purchase. Unsought: things don"t normally think of buying (funeral services) or do not know about. Require lots of marketing and various forms of promotion. Product mix: complete set of products offered by a firm. Product lines: groups of associated items, usually ones consumers use together or think as part of a group. Product category: assortment of items that customer sees as reasonable substitutes for one another (toothpaste, whitening products, toothbrushes, floss)
