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14 Cards in this Set

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Product-
Anything that can be offered to a market to satisfy a want or need
Service
Any activity or benefit that is offered that is essentially intangible and does not result in the ownership of anything
3 levels of Product
Core benefit- idea actually being sold

Actual product- Design, Packaging, Quality Level, Brand Name, Features

Augmented Product-additional customer services and benefits
Consumer Product
Product bought by final consumer for personal consumption
Industrial products
Product bought by individuals and organizations for further processing or manufacturing
Organizations Persons Places and Idea Marketing
All the activities undertaken by seller(Organization, Person, Place,Idea)to change attitude and behavior of customers toward seller.
Individual Product Decisions
Branding, Packaging, Labeling, Product support services
Branding
a name, term, design, symbol, designed to differentiate the seller from other sellers
Packaging
The activities of designing and producing the container or wrapper for a product
Labeling
Identifies, describes, and Promotes a product
Product mix
All the product lines and items that a seller offers for sale
Major Brand Strategy Decisions
Brand Positioning, Brand Name Selection, Brand Sponsorship, Brand Development
Brand Positioning
How a brand positions their name in customers minds either; product attributes, by benefits, or on their beliefs and values
Brand Name Selection
Should suggest something about the products benefits, easy to pronounce, distinctive, extendable, translatable, legal protection