Chap 16-1 - Product characteristics Compatibility,...

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1 Chapter 16: Consumer Behavior  and Product Strategy This chapter is part of Section 5: Consumer Analysis and  Marketing Strategy
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2 Product Strategy Issues Product
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3 Product Affect and Cognition Satisfaction (Not Satisficing)
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4 Product Behavior Product contact Brand loyalty/Variety seeking
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5 Product Environment Product attributes Packaging Sizes Colors Brand identification and label
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6 Product Strategy Designed to influence consumers in  both the short and long run.  Product strategy is based on Consumer characteristics Innovators to laggards
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Unformatted text preview: Product characteristics Compatibility, Trialability, Observability, Speed, Simplicity, Competitive Advantage, Symbolism, and Marketing Strategy 7 Summary Product strategy issues studied using the wheel of consumer analysis Product affect and cognition Satisfaction/dissatisfaction Product behavior Product contact and brand loyalty/variety seeking Product environment Product attributes and packaging Product strategy Based on consumer and product characteristics...
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This note was uploaded on 09/12/2011 for the course MKTG 351 taught by Professor Ashwani during the Spring '10 term at South Carolina.

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Chap 16-1 - Product characteristics Compatibility,...

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