33:630:301 Chapter Notes - Chapter 7: Vertical Service Code, Customer Service, Marketing Mix

• School: Rutgers University
• Department: Marketing
• Course: 33:630:301
• Professor: Stacy Schwartz

Document Summary

7. 2 product and service decisions: individual product and service decisions, product and service attributes. Product features: one without any extras is a feature, features are competitive tool for differentiating a company"s product from competitor"s products, features that customers value highly in relation to costs should be added. Product style and design: style the appearance of a product, design contributes to a product"s usefulness and to how it looks; understanding what customers need, branding. Brand a name, term, sign, symbol, or design or a combination of these that identifies the maker or seller of a product or service. Consumers attach meanings to brands and develop brand relationships. Helps consumers identify products that might benefit them. Branding helps seller segment to markets: packaging. Packaging designing and producing the container or wrapper for a product. Packages also attract buyers and communicate brand positioning. Poor packaging can cause trouble for consumers: labeling.