ch 8 Flashcards
sensory benefits
appeal to one or more of the five senses
functional benefits
products that perform an intended task effectively and effeciently
resource benefits
provide or save customers things that they value, primarily time and money
Psychological benefits
affect how the customer responds emptionally to product purchases
core values
deeply held beliefs and priorities that guide customer decision making
core product
the essential motivating benefit the customer is purchasing. Its what the customer wants to get most
ex: fun, relaxation
actual product
the physical and intangible properties or characteristics the product takes on.
includes attributes such as materials, styling and branding
what the customer actually gets to satisfy what they wanted most
augumented product
extra attributes and features that are not part of the actual product but may be offered to making the offering more attractive, to speed p purchase decisions and to match or differentiate the actual product from those of competitors
ex: deep discounts on airfare
goods and services continuum
<-mostly goods–balanced goods-services–mostly services–>
services
actions or activities performed by the seller for the buyer
intangibility
services cannot be touched or inspected prior to purchase
perishability
services are consumed as they are produced and cannot be stored in inventory
inseparability
services are inseparable from their providers
variability
quality of services can vary widely from consumption to consumption and provider to provider
discontinuous innovations
large jumps in product benefit-delivering abilities
continuous innovations
smaller incremental improvements to products benefit-delivering capabilities
new product development process
conceptualization, planning, commericalization
product characteristics and the rate of adoption
complexity of product
compatibility with existing values
relative advantage
observability
trialability
branding
a process whose success results in a strong brand
brand
the name or symbol that identifies a specific business product of service
brand names
parts of brands that can be spoken
brand marks
include visual designs, logos, colours =, type faces and other representations that cannot be spoken
brand extension
placing the brand name on multiple products
in category/near category extensions
brand extensions in the same or very similar product categories as the original product
out of category extensions
completely different category as the original brand
cobrand
allow one branded product to feature another brand as a component part or ingredient
brand image
collection of images, thoughts, and feelings that are evoked when someone is exposed to a brand name
