2-19 and 2-21 Marketing Primer

Components of the product value total product offer

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Unformatted text preview: verything that consumers evaluate when deciding whether to buy something. Product Line A group of products that are physically similar or are intended for a similar market. Product Mix The combination of product lines offered by a manufacturer. Product Differentiation The creation of real or perceived product differences. Product Mix and Product Lines – Apple Inc. Product Computers MacBook, MacBook Air, MacBooc Pro, iMac, MacMini, MacBook, MacPro, xServe MacPro, Software and Accessories iPod iPod Shuffle, iPod Nano, iPod Touch, iPod Classic, Apple iPod TV, accessories TV, iiTunes Tunes iPhone iPhone Apps Store iPad Apple Store Product Differentiation The creation of real or perceived product differences. The Value Package Price Package Store surroundings Image Guarantee Reputation Brand name Service Buyer’s past experience Speed of delivery Accesibility of marketer Consumer Goods and Services Convenience goods and services Frequent purchase with minimum effort. Emphasis on location, brand awareness, and image; Marketing emphasis: convenience...
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This document was uploaded on 03/18/2014 for the course AEM 1200 at Cornell University (Engineering School).

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