Chp 9: product, branding, packaging decisions Flashcards
what does packaging and labelling need to send out from shelf
must send out a strong message from the shelf: buy me
3 components of product
core customer value, actual product, associated services/augmented product
explain core customer value
center
explain actual product
(more than 50% of circle): brand name, quality level, packaging, features/design
explain associated services/augmented product
financing, product warranty, product support, after sales service
define core customer value
basic problem solving benefits that consumers are seeking
what is the core question and give example
what are customers looking for?
Example: do people buy canada goose because they want extreme cold weather defence or want to make a fashion statement?
what do marketers convert from core customer value
into actual product
explain importance of actual product attributes
vary depending on product
define associated services/augmented product
the nonphysical attributes of the product
process of marketers as they develop/change a product
marketers start with core customer value to determine what their potential customers are seeking. Then they make the actual physical product and add associated services to round out the offering
what about product impacts 4PS
type of product
2 primary categories for products and further classification
based on who is buying them: consumers or business. Consumer products are further classified by the way they are used and purchased
define consumer products
products and services used by people for their personal use
list 4 types of consumer products
1) speciality products/services
2) shopping products/services
3) convenience products/services
4) unsought products/services
define speciality products/services
products or services toward which the customer shows a strong preference and for which he/she will expend considerable effort to search for the best suppliers
2 points to speciality product/services
Examples: luxury cars, legal or medical professionals, designer apparel.
Extensive process used to approve authorized retailers helps maintain a premium image
define shopping product/services
products or services for which consumers will spend time comparing alternatives
2 points to shopping product/services
1) Examples: apparel, fragrances, appliances
2) Examples: when people need new sneakers, they will go from store to store shopping, trying shoes on, comparing alternatives, talking to salespeople
define convenience product/service
products or services for which consumer is not willing to spend any effort to evaluate prior to purchase
1 point to convenience product/service
Frequently purchased commodity items, usually bought with very little thought, like common beverages, bread, soap
2 points to unsought product/service
1) Products consumers either do not normally think of buying (funeral services, fire extinguishers) or do not know about
2) Products require lots of marketing efforts and various forms of promotion
define product mix
complete set of all products offered by a firm
2 points to product mix
1) Typically consists of various product lines
2) Reflects breadth and depth of product lines