chapter 14 notes

chapter 14 notes - Connie Cheung WoB Notes 9/27/07 Chapter...

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Connie Cheung WoB Notes  9/27/07 Chapter 14: Marketing: Developing and Implementing Customer-Oriented Marketing Plans Product Development and the Total Product Offer Value-  Good quality at a fair price. When consumers calculate the value of a product, they look  at the benefits and then subtract the cost to see if the benefits exceed the costs Developing a Total Product Offer Total product offer-  everything that consumers evaluate when deciding whether to buy  something; also called a    value package POTENTIAL COMPONENTS OF A TOTAL PRODUCT OFFER Price Brand Name Convenience Package Store surroundings Service Internet access Buyer’s past  experience Guarantee Speed of Delivery Image created by  advertising Reputation of  producer Product Lines and the Product Mix Product line-  a group of products that are physically similar or are intended for a similar market - i.e: Diet Coke, Diet Coke w/ Splenda, and Coke Zero Product Mix-  the combination of product lines offered by a manufacturer Product Differentiation Product differentiation-  the combination of product lines offered by a manufacturer  Marketing Different Classes of Consumer Goods and Services Classification of consumer goods and services based on Consumer purchasing behavior
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Connie Cheung WoB Notes  9/27/07 1) Convenience goods and services-  products that the consumer wants to purchase  frequently and with a minimum effort 2) Shopping goods and services-  those products that the consumer buys only after  comparing value, quality, price, and style from a variety of sellers 3) Specialty goods and services-  consumer products with unique characteristics and  brand identity. Because these products are perceived as having no reasonable 
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This note was uploaded on 03/20/2008 for the course BINT 101 taught by Professor Lifton during the Fall '07 term at Ithaca College.

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chapter 14 notes - Connie Cheung WoB Notes 9/27/07 Chapter...

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