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14 Cards in this Set
- Front
- Back
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Product-
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Anything that can be offered to a market to satisfy a want or need
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Service
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Any activity or benefit that is offered that is essentially intangible and does not result in the ownership of anything
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3 levels of Product
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Core benefit- idea actually being sold
Actual product- Design, Packaging, Quality Level, Brand Name, Features Augmented Product-additional customer services and benefits |
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Consumer Product
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Product bought by final consumer for personal consumption
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Industrial products
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Product bought by individuals and organizations for further processing or manufacturing
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Organizations Persons Places and Idea Marketing
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All the activities undertaken by seller(Organization, Person, Place,Idea)to change attitude and behavior of customers toward seller.
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Individual Product Decisions
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Branding, Packaging, Labeling, Product support services
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Branding
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a name, term, design, symbol, designed to differentiate the seller from other sellers
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Packaging
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The activities of designing and producing the container or wrapper for a product
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Labeling
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Identifies, describes, and Promotes a product
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Product mix
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All the product lines and items that a seller offers for sale
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Major Brand Strategy Decisions
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Brand Positioning, Brand Name Selection, Brand Sponsorship, Brand Development
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Brand Positioning
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How a brand positions their name in customers minds either; product attributes, by benefits, or on their beliefs and values
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Brand Name Selection
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Should suggest something about the products benefits, easy to pronounce, distinctive, extendable, translatable, legal protection
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