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CHAPTER 3 - Coggle Diagram
CHAPTER 3
SERVICE
Intangibility
-cannot be seen, tasted, felt, heard, or
smelled。
Perishability
-easy destory
Variability
-quality of a service can varies by many factors
Inseparability
services cannot be separated from their
providers
PRODUCT
TANGIBLE PRODUCT
-CAR
-TABLE
-MOUSE
INTANGIBLE PRODUCT
-SOFTWARE
-ADVICE
TYPES OF COMSUMER PRODUCT
1)Convenience Products
-customers purchased frequently
-very little buying efforts
-Newspapers
2)Shopping Products
-products less frequently purchase.
-need shopping efforts
-furniture
3)Specialty Products
-distinctive characteristics
-specific purchase effort
cars
4Unsought Products
-need aggressive marketing efforts
-products that consumers don’t know
Product line
-Nike
Product Mix
-Coca cola
Brands
-Branding Gets Recognition
-Increases Business Value
-Generates New Customers
Various Branding Methods
A. Family Brand
B. Store Brands
C. Corporate Branding
D. Generic Brands
E. Licensing
F. Co-branding
G. Ingredient branding