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Chapter 8: Product, Services, and Branding Strategy - Coggle Diagram
Chapter 8: Product, Services, and Branding Strategy
Product & Service Decisions
Individual Product and Service Decisions
Prodsuct features
a tool for differentiating assessed
by customer versus
Product style & design add value
to customer value
Style
appearance
Design
appearance + usefulness
Product Quality
Quality level
Performance quality
perform its functions --> high
quality but not usefull
customer is value/satisfaction
provided by that product/service
lack defects --> high quality
Quality consistency
freedom from defects (no defect + performance quality = quality level --> target level
beneits of the product/service
Product attributes
Product Line Decisions
Product Mix Decisions
What is a Product?
Brand