Chapter 8 Products

Chapter 8 Products - Chapter 8 Part One Benefits Style,...

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Chapter 8 Part One
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Brand, Image, Package Tangible Product Features Benefits Extended Warranty Dealership, Image Style, Comfort, Price, mpg Handling, Warranty, Resale Benefits
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Core (heart) Tangible (mind) Augmented (credibility)
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Core (heart) Tangible (mind) Augmented (credibility)
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Product Target Chapter 8, Part II Next Slides
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Quality Level Conformance quality Product features and benefits Points of Parity Points of Difference Style and Design Brand Packaging Labels
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The Purpose of Packaging Functional Packaging Protect Inform Strategic Packaging Influence in-store choice Reinforce brand image Differentiate the brand Advertise
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When Should You Have A Product Line? (not exhaustive) Appeal to different market segments . Compete directly with a major competitor . Line Extensions can Gain shelf space with distributors. Issues to consider:
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This note was uploaded on 04/22/2011 for the course BUS M 341 taught by Professor Scottsmith during the Fall '10 term at BYU.

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Chapter 8 Products - Chapter 8 Part One Benefits Style,...

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