2-19 and 2-21 Marketing Primer

2-19 and 2-21 Marketing Primer

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Unformatted text preview: and image. Shopping goods and services One time / infrequent purchase with significant effort put in comparing value, quality, price, and style from a variety of sellers. Emphasis on price and quality differences within a comparison framework (ie. shopping center); Marketing emphasis: appropriate combination of price, quality, and service. Specialty goods and services Consumer products with unique characteristics and brand identity. Special effort on actual purchase; Marketing emphasis: advertising. Unsought goods and services Products purchased in response to sudden, specific needs; Marketing emphasis: personal selling and advertising. Branding Branding A name, symbol or design that identifies the goods name, and services of one seller and differentiates them from those of the competition. from Branded goods: Bayer, Tylenol, Advil Generic goods: aspirin, acetaminophen, ibuprofen Dealer goods: RiteAid, Wegmans’, Price Chopper… Brand awareness How quickly or easily a given brand name comes to How mind when a product category is mentioned. mind Brand equity The combination of factors such as awareness, loyalty, The perceived quality, i...
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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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