ch 8 Products Services, and Brands Building Customer Value

ch 8 Products Services, and Brands Building Customer Value...

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Products, Services, and Brands: Building Customer Value Chapter 8
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Chapter Overview Products: Parts and Types Branding: Positioning, Name Selection, Sponsorship, Development
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Products
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Product Types Convenience products: sold f requently, immediately, little comparison and buying effort (Newspapers, Candy, Fast food) Shopping products: customer compares carefully on suitability, quality, price, and style (Furniture, Cars, Appliances) Specialty products: customer is buying a unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort (Medical services, Designer clothes, High-end electronics)
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Product Types Unsought products are consumer products that the consumer does not know about or knows about but does not normally think of buying (Life insurance, Funeral services, Blood donations) Industrial products are products purchased for further processing or for use in conducting a business Classified by the purpose for which the product
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Product Core Customer Value Core Customer Value “What the customer is really buying” Freedom Hope
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ch 8 Products Services, and Brands Building Customer Value...

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