产品跟新教材品牌战略资料.pptVIP

Chapter 6Product and Brand Decisions 产品与品牌战略 Basic Product Concepts A product is a good, service, or idea Tangible Attributes Intangible Attributes Product classification Consumer goods Industrial goods Product Types Buyer orientation Amount of effort expended on purchase Convenience Preference Shopping Specialty Brands Bundle of images and experiences in the customer’s mind A promise made by a particular company about a particular product A quality certification Differentiation between competing products The sum of impressions about a brand is the Brand Image Brands Brands The added value