Comm 296 - Chapter 8 (Lecture notes)

Comm 296 - Chapter 8 (Lecture notes) - Comm 296 Chapter 8...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Comm 296 Chapter 8 Lecture Notes PRODUCT STRATEGY (PART 1) WHAT IS A PRODUCT? - Variety, quality, design, features, brand name (symbols, colors, what the brand stands for), packaging, services o All relate to desired position - Anything that can be offered to a market that may satisfy a need or want - Include tangible products, services (intangible), events, people, places, organizations, ideas - Companies consider 3 levels of value their product provides consumers o Core customer value (middle) o Actual product (brand name, quality level, packaging, design, features) o Augmented product (delivery and credit, product support, warranty, after-sale service) Features vs. Benefits - People don’t buy FEATURES, they buy BENEFITS (or solutions a firm offers to the consumers) Goods vs. Services - Services intangible (can't be seen, tasted, felt, heard), variable (quality can vary, confuses consumer of the brand), inseparable (services can’t be separated from their providers), perishable (can’t store or keep services for later use) <- Service-dominant (doctor) -------------------- Goods-dominant (grocery store) -> Services Marketing - Services are the most important industry in Canada’s economy and includes: o Government services, hospitals, military, police, Canada Post, schools, not-for-profit organizations
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/07/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at UBC.

Page1 / 3

Comm 296 - Chapter 8 (Lecture notes) - Comm 296 Chapter 8...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online