Marketing 7 Flashcards
non durable good
Consumed once
Durable good
Lasts for a time
Service
Intangible activity
Service Continuum
Tangible-Intangible
Service-Goods
Serivice elements
(The Four i’s)
Intangibility
Inconsistency
Inseparability
Inventory
Intangibility
Cannot be held
inconsistency
Services vary with people
Inseparability
Worker cannot be separated from the service
Inventory
Services are complex compared to goods inv.
3 layers of a product
Core
Actual
Augmented
Product Line
Similar products satisfying a Similar Need
Consumer Product
For personal use
Convenience Products
Inexpensive products
Minimal shopping effort
Shopping Products
Compares products with eachother
Greater amount of shopping time
Specialty Products
Lots of time and effort to purchase
More expensive
Unsought
Consumer does not know about the product or interest
Business Products
Products for a business
individual brand
Uses a brand name solely for a specific product category
family brand
Covers a number of different categories
Company name is also brand name
Brand extension
extended the use of brand name to market other products
Sub-brand
Family and brand name
Like car’s.
5 Brand naming steps
- Suggest the product benifits
- Memorable/Distinctive
- Fit company image
- Ability to be legally protected
- Be simple
Manufacturers Brand
Owned and produced by manufacturer
Private-Label Brand
Owned by retailer that contracts manufacturing to major suppliers
