Chapter 9 eaton InClass

Chapter 9 eaton InClass - Chapter 9 - Product Concepts s...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 9 - Product Concepts Chapter 9 - Product Concepts     Types of Products/Product Lines Branding Brand Equity Intangible Value Brand Identity Packaging
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Types of “Products” Types of “Products” Physical Objects People Organizations Services Places Ideas Information
Background image of page 2
Types of Consumer Products Types of Consumer Products . Product . Product . Product . Product A relatively inexpensive item that merits little shopping effort. A product that requires comparison shopping, because it is usually more expensive and found in fewer stores. A particular item that consumers search extensively for and are reluctant to accept substitutes. A product unknown to the potential buyer or a known product that the buyer does not actively seek.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Levels of a Product Levels of a Product 1.  Core Product The need                                          . 2.  Actual Product/Tangible Attributes The                                               .   3.  Augmented Product Additional                                     .
Background image of page 4
Product Lines and Mixes Product Lines and Mixes 1.  Product Line All closely                                        .   Depth:  Number of                           .    Attracts buyers with different preferences Increases sales/profits by further market  segmentation   Ex:  Games for your Playstation
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Product Lines and Mixes Product Lines and Mixes
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/07/2009 for the course MKT 300 taught by Professor Eaton during the Spring '08 term at ASU.

Page1 / 29

Chapter 9 eaton InClass - Chapter 9 - Product Concepts s...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online