241 W12 Chapter 8 Products Part 1

241 W12 Chapter 8 Products Part 1 - Chapter 8 Part the...

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Chapter 8 Part the First
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Stand for something Stand for something different Stand for something different, that’s important .
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Company Competitors Consumers Channel Place Price Product Promotion Target Position (Di f erentiate) Segment Customer Retention Customer Acquisition Pro ± ts Create Value Capture Value Understand Value Sustain Value Context “The 4 C’s” “The Marketing Mix – The 4 P’s” “CRM”
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Product is anything that can be o f ered in a market for attention, acquisition, use, or consumption that might satisfy a need or want Experiences represent what buying the product or service will do for the customer Products, Services, and Experiences
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Core (heart) Tangible (mind) Augmented (credibility)
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Core (heart) Tangible (mind) Augmented (credibility)
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Core Customer Value Brand Name Quality Level Design Packaging Features Actual Product Augmented Product Delivery and Credit Product Support Warranty After Sale Service
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Product quality includes level and consistency § Quality level is the level of quality that
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241 W12 Chapter 8 Products Part 1 - Chapter 8 Part the...

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