MKTG 2201 Chapter Notes - Chapter 7: Pearson Education, Brand Equity, Laundry Detergent
19 Mar 2017
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Document Summary
Product, services, and experiences: market offerings include both tangible goods and services, companies create and manage customer experiences with their brands or companies, to differentiate their offers from that of the competitors. Frequent purchase; little planning, little comparison or shopping effort; low customer involvement. Less frequent purchase; much planning and shopping effort; comparison of brands on sustainability, price, quality, and style. Mass promotion by the producer advertising and personal selling by both. Toothpaste, magazine, and laundry detergent the producer and resellers. Strong brand preference and loyalty; special purchase effort; little comparison of brands; low price sensitivity. Exclusive distribution in only one or a few outlets per market area. More carefully targeted promotion by both the producer and resellers. Luxury goods, such as rolex watches or fine crystal. Aggressive advertising and personal selling by the producer and resellers. Width: number of different product lines the company carriers. Length: total number of items a company carries within its product lines.
