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Unformatted text preview: Brand management Marketing research Every product category has a trade association and it has national conventions Secondary data data that someone already created. Magazine American Demographics Information category- Quality focus group great in depth information and always videotaped, real people saying how they feel. Quantity The results are projectable to the population at large. Very hard to do a nationwide survey. Product classes Consumer products can be classified as: Convinience product : Goods which consumers want before they are willing to make. Need to put it everywhere. Strategy for winning is to get them everywhere Shopping products : Willing to make a greater shopping effort. Consumer elec. . a) Homo - whole class is big enough so distinguish by price. b) Hetero marketers have differentiated. Specially products : Will only shop for that brand and will not buy others. They are special. Make the effort to get that product....
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This note was uploaded on 05/06/2008 for the course BUS 010 taught by Professor Cjohnson during the Spring '07 term at San Jose State University .
- Spring '07