brand_managment

Jul 7th, 2015
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American InterContinental University
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brand_managment-Buy frequently & immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods

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Product Lines, Brands and PackagingComponents of theMarket OfferingValue-based pricesAttractiveness ofthe market offeringProduct featuresand qualityServices mixand qualityFive Product LevelsPotential productAugmented productExpected productBasic productCore benefitConsumer-GoodsClassificationConvenience ProductsShopping ProductsBuy frequently & immediately> Low priced> Many purchase locations> Includes: Staple goods Impulse goods Emergency goodsBuy less frequently> Gather product information> Fewer purchase locations> Compare for: Suitability & Quality Price & StyleSpecialty ProductsUnsought ProductsSpecial purchase efforts> Unique characteristics> Brand identification> Few purchase locationsNew innovations> Products consumers dontwant to think about.>Require much advertising &personal sellingConsistencyProduct MixWidthWidth -- numbernumber ofofdifferentdifferent productproductlineslinesLengthLength -- totaltotalnumbernumber ofof itemsitemswithinwithin thethe lineslinesDepthDepth -- numbernumber ofofversionsversions ofof eacheachproductproductProductProduct MixMix -allall thethe productproductlineslines offeredofferedProduct-Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line PruningWhat is a Brand?UserCultureAttributesPersonalityBenefitsValuesBrand

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