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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
A name, symbol or design that identifies the goods
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
mind when a product category is mentioned.
mind Brand equity The combination of factors such as awareness, loyalty,
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).
- Spring '06