ch10productandbranddecisions(全球营销,沃伦·j·资料教材.pptVIP

Chapter 10 Product and Brand Decisions Power Point by Kristopher Blanchard North Central University 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