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Related Flashcards
Cards In This Set
| Front | Back |
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Levels of product and services
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Core benefit
actual product (brand name, features, quality, design) augmented product (warranty, delivery, installation) |
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3 views of a product
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1. tangible
2. extended- tangible product plus services (ex. computer + warranty) 3. generic-benefits the buyer expects to receive |
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Two basic criteria for product classifcation:
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1. end use or market
2. degree of processing |
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Types of Consumer Products
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Convenience: low price, widespread, mass promo
shopping: selective distribution, personal selling speciality: strong brand & loyalty, high price, carefully targeted unsought: little product awareness, pricing varies, aggressive advertising |
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Product & Service Classifcations
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Consumer products
agricultural products industrial products |
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Key Product/Service Decisions
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1. individual product: attributes, branding, packaging, labeling, support services
2. product line: line length 3. product mix: line width & depth, line consistency |
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Key quality framework component?
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Reliability
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Line Stretching
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Adding products that are higher or lower to the line
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Line filling
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Adding more items in present price range
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Line width
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Number of different lines carried by company
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Line depth
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Number of different versions of each product
ex. gaterade flavors |
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What is a brand?
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A promose to its customers
-asset to company -create value *mental shortcuts *symbols |
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3 levels of brand positioning
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1. product attributes
2. benefits 3. beliefs & values |
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Brand name selection
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-about the benefits
-easy to say & see -translate well -legally protected |
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Brand sponsorship
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-manufacturer brands
-private brands -licensed brands -co-branding |
