Summary

Question 1

Outcome # 1

Answer 1

Product is important but so are:
Services ( support and finances)

customer value of a product ( brand name, quality level, packagin, addit. features

Question 2

O. # 2 Type of consumer products

Answer 2

specialty
Shopping
Convenience
Unsought products

Question 3

O # 3 Difference

Product mix breath and product lines depth

Answer 3

Breath, ( # product lines)
Depth ( # of category of a product line)

Excessive product lines can confuse consumers

Sometimes products are no longer profitable:
Firms priorities change or consumer shift

Question 4

O# 4 Advantage Brand (firms and consumer)

Answer 4

consumer search process
C. loyal certain brands

brands valuable legal sense

Brands have a real market value/////company asset

Question 5

O# 5 components brand equity

Answer 5

brand awareness
Brand associations
Brands loyalty

Perceived value

Question 6

O# 6 Brand strategies use by firms

Answer 6

1. 
    manufacturer, 
    private level 
    Generic brands
2. 
    Corporate brand
    Collection of product line
    Individual brands

3. extend current brand to new products
4. Cobranding
5. License the brand to other firms

Question 7

O# 7 Package and label firms overall strategy

Answer 7

Package
Holds the product
Facilitate transportation and storage
Information

Label
Information
product usage
Nutritional