Chapter 6- Consumer buying behavior
Buying behavior: The decision processes and actions of people involved in buying and using products.
Consumer buying behavior: The decision processes and purchasing activities of people who purchase
products for persona
Managing Existing Products
Analysis can lead to improvement of the product mix through line extensions, quality (higher or lower),
Quality modifications: Changes relating to a products dependability and durability
Chapter 10 Product, Branding, and Packaging Concepts
Product: A good, service, or idea received in an exchange. Tangible or intangible or a combination.
Consumer product: Product purchased to satisfy personal and family needs.
Consumer product categories:
I. Malvasia Vines is a wine-centric wedding venue that caters wine lovers
A. Property Just north of Spokane
1. Main Hall
2. Overnight Cabins
3. Private Vineyard
B. Services Weddings, Receptions, Parties
Winery theme attracts a wine-loving clientele that appreciate the craft
and culture surrounding the winery.
Being situated on the outskirts of the metropolitan area allows for a
premium space and gorgeous views
Low overhead due to t
Just north of the Spokane Metropolitan area, nestled in the farmlands and
orchards, lays an intimate private winery where friends can come to celebrate. Malvasia
Vines is not the typical, mass-producing winery with expansi
Marketing: The process of identifying and satisfying customers needs and wants.
Production Orientation (1850-1900): Focus on making products available, affordable, and require little
selling effort (if we build it they will come). Strong demand