Ch.8 - Products, Services, and Brands

Question 1

1What are the three levels of a product?

Answer 1

• core customer value (what is the buyer really buying ? )
• Actual product (need to develop product and service features)
• Augmented product (core benefit t actual product by offering additional consumer services + benefits)

Question 2

What part of the product delivers the basic benefit the customer is buying?

Answer 2

Augmented product

Question 3

On what basis are consumer products classified?

Answer 3

Goods are categorized according to how they are brought
consumer products
industrial products

Question 4

What are (a) convenience (b) shopping (c) specialty and (e) unsought products?

Answer 4

• Convenience products : consumer products + services that the customer usually buys Frequently, immediately, and w. a min. comparison and buying effort
• Shopping products: Less frequently purchased consumer products t services that the customer compares carefully on suitability, quality price, and style.
• Specialty products: products t services w. unique characteristics or brand identification For which significant group of buyers is willing to make a special purchase effort
• Unsought products : consumer does NOT know about or knows about but does not normally think of buying

Question 5

What is a product line? What is the difference between product line breadth and product line depth?

Answer 5

Product line: group of products that are closely related bc they function in a similar manner (are sold 2 the same customer groups, are mkt through the same type of clothes, or fall within given price ranges.
Different lines same brand; # of lines is breadth
Many diff. product categories within line, how many products is depth

Question 6

What is a trademark? How are trademark rights determined in the USA?

Answer 6

legal protection that is given to a brand (From anybody copying it, given by particular country, only valid within country)
us common law: ownership of a brand comes from the first person to use it
Rest of world ( Code /civil law) : Not first to use I but First to register gets the trademark

Question 7

How long does trademark protection last?

Answer 7

Forever, but has to be renewed every 10 years

Question 8

How can you lose your trademark protection? How can you prevent this from happening?

Answer 8

Brand becomes too generic, term is used to describe the service product in general and not the brand. Prevention: warning via registered trademark symbol

Question 9

What is a manufacturer’s brand? What is a private brand (private label)?

Answer 9

Brand: identifies your product , separates you from the competition, gives you uniqueness, can give you monopolistic competition
manufacturer’s brand: belongs to the company that makes the product
Private brand: store / distributor brand

Question 10

What is cobranding?

Answer 10

2 established brand names of diff. companies are used on the same product.

Question 11

What is a product?

Answer 11

Anything that can be offered in a mkt for attention, acquisition, use, or consumption that might satisfy a need or want. n