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Lecture5a - CH9 PRODUCTS RSM250H1S 2011 Yutec Sun 1...

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CH9. PRODUCTS RSM250H1S 2011 Yutec Sun 1 Wednesday, February 9, 2011
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Any offering to market for: attention, acquisition, use, consumption Includes: services, events, persons, places, organizations Service Intangible product Activity or benefit No ownership WHAT IS A PRODUCT? 2 Wednesday, February 9, 2011
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THREE LEVELS OF PRODUCT Core customer value Actual product Augmented product 3 Wednesday, February 9, 2011
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CONSUMER PRODUCTS Classification by buying behavior Convenience Shopping Specialty Unsought 4 Wednesday, February 9, 2011
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PRODUCT DECISIONS Individual products Attributes Branding Packaging Labelling Support service Product line Product mix 5 Wednesday, February 9, 2011
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ATTRIBUTES Quality Feature Design 6 Wednesday, February 9, 2011
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7 PRODUCT QUALITY Wednesday, February 9, 2011
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BRANDING Identifier of product makers, or products Roles of brands Branding strategy 8 Wednesday, February 9, 2011
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PACKAGING
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