Marketing an Introduction, Gary Armstrong
Chapter 7: Product, services and branding strategy
Chapter 7: Product, services and branding strategy
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Kartei Details
| Karten | 38 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 27.05.2013 / 01.06.2022 |
| Lizenzierung | Kein Urheberrechtsschutz (CC0) |
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We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need
Product is a key element in ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
Product planners need to think about products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
Product planners must design the actual product and find ways to ________ it in order to create the bundle of benefits that will create the most customer value.
________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.
________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
_______ are those products purchased for further processing or for use in conducting a business.
________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
