Chapter 9 notes - Chapter 9 Brand Management & Product...

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Chapter 9 Product - any physical object, service, idea, person, event, place, or organization that can be offered to satisfy consumer’s needs and wants Core product - associated with the basic function a consumer receives in the form of a physical item or intangible service Branded product - the core product plus characteristics organizations use to differentiate it from similar products Augmented product - has characteristics that enhance value beyond that of the core and branded products. Examples: delivery methods, warranty conditions, and credit terms. Bundling strategy - combines many products into a single offering. Example: stereo equipment can be sold as a system or separate components. Product categories: 1. Unsought products - not thought about frequently nor perceived as very necessary. Examples: gag gifts, cemetery plots, impulse items. 2. Emergency products - purchased when an unexpected event takes place and the consumer has an urgent need for a product. Examples: ambulance, towing service. 3. Convenience products - relatively inexpensive items that consumers purchase frequently and with minimum effort. Examples: gum, pop, milk, fast food.
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This note was uploaded on 12/04/2011 for the course MKT 300 taught by Professor Gilbertharrell during the Spring '09 term at Michigan State University.

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Chapter 9 notes - Chapter 9 Brand Management & Product...

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