MKT 201 Chapter Notes - Chapter 11: Brand Equity, Energizer Bunny, Customer Relationship Management
29 Nov 2016
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Specialty products/services those for which customers express such a strong preference that they will expend considerable effort to search for the best suppliers (luxury cars, medical professionals, designer apparel, etc. ) Shopping products/services those for which consumers will spend a fair amount of time comparing alternatives, such as furniture, apparel, appliances, etc. ; you can see/test it out, compare alternatives, and chat with salespeople. Convenience products/services those for which consumers are not willing to expend any effort evaluating prior to purchase; they are frequently purchased commodity items (beverages, bread, soap, etc. ) Brands are often easily recognized by consumers, and because they signify a certain quality level and contain familiar attributes, brands help consumers make quick decisions, especially about their purchases. Brands enable customers to differentiate one firm or product from another: brands establish loyalty: Over time and with continued use, consumers learn to trust certain brands.
