Chapter 9 Product: anything that is of value to a consumer and can be offered through a voluntary marketing exchange * includes: services, ideas, people, goods, organizations, people, communities Product Assortment & Product Line Decisions * Product assortment (product mix): the complete set of all products offered by a firm * Product lines: groups of associated items such as those that consumers use together or think of as part of a group of similar items * Product category:
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Which aspects should be considered when making a decision on brand extension? How to define values that could be transferred to new versions of product? Companies adopt the brand extension strategy in order to facilitate the entry into new categories, as build a strong brand is a lengthy and expensive process. So the new product hits the market with the certification of a brand already recognized by the public. In this way while the brand transfers its credibility into the new category which is
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Brands play a major role in society today. Certain brands seem to be flooding our current market while others remain prestige and only attainable by those with sufficient funds or status. Do brands really influence us as consumers that much? Do we really have a choice in the current consumer market or do brands define our purchases? If so, how does brand personality affect our own human personality? Value and its subjectivity is an important concept to understand when looking at brand value
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Mission, Vision and Values: 1 Values 2 Mission 1 Vision 1 Quality 3 Uniqueness 4 Be the Brand 5 Safety 6 Introduction 7 Company 7 Product 7 Features of the product 8 Market or consumer trends 8 Target market 9 Performance dimensions 9 Primary characteristics 9 Secondary features 10 Product reliability 10 Durability 10 Style of packaging 10 Design 10 Price 10 Packaging 10 Large Size 11 Small size 11 Sachet 11 Personality and values 12 Lemon 12 Refreshing
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International University Vietnam Bachelor of Commerce Program Assignment Cover Page Your assessment will not be accepted unless all fields below are completed Subject Code: Subject Name: MKTG1253 Buyer Behaviour Location & Campus (SGS or HN) RMIT Vietnam SGS Title of Assignment: Product Analysis Student name: Nguyen Thi Thuy Huong Ta Trung Kien Huynh Bich Tram Truong Bao Tram Le Nguyen Hong Van Student Number: S3311318 S3259028 S3298222 S3298834 s3210260 Learning Facilitator in charge: Mr
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Procter & Gamble Case Study Rational for introducing a new brand in Pricing benefit segment Business objectiveVolume growth in PS&D divisionRationale * Consumer behavior factors: * Depressed state of economy leading to price sensitivity. * 46% of heavy LDL users are under $15000 yearly income (exhibit 8). These users being heavy users require more ounces of fluid which is more than a 32oz bottle per month consumption. (15 sink full washes per week; 0.6oz per sink; 2
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Attitudes toward domestic and foreign luxury brand apparel A comparison between status and non status seeking teenagers Ian Phau and Yip Siew Leng The School of Marketing, Curtin University of Technology, Perth, Australia Abstract Purpose – The purpose of the current research is to determine if status and non-status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel. Design/methodology/approach – A total
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Strong brands are just as relevant in B2B and hi-tech markets as they are in B2C markets Logos taken from respective corporate websites 1 What is a Brand? • A brand is a strategic asset of a company, recognized by a unique name and/or symbol (logo, trademark, etc.), which identifies it’s source, and differentiates it from competition, and whose role is jointly determined – or co-created – by the actions of both the company and the customer What is a Brand? • A brand is a strategic
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The AsiaTravel is facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services, therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers, therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences
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Brands are often just a famous name for a product, most of the time people are just paying for the name. The product could be a lollipop but if it’s from a known designer that lollipop is going to sell for a higher cost and people will pay because they want anything that designer has. In some cases Brand named items really do make a difference and sometimes spending that extra penny really does matter. One thing that does matter to me is a car brands. Higher quality cars ride better, perform better
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