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Products, Services, and Brands: Building Customer Value, Product…

- - - - Shopping Products
        
        Furniture, Cars, Appliances
      - Specialty Products
        
        Medical services, Designer clothes, High-end electronics
      - Convenience Products
        
        Newspaper, candy, fast food
      - Unsought Products
        
        life insurance, funeral services, blood donations
    - - Materials and parts
      - supplies and services
      - Capital items
    - - Person marketing
      - Place marketing
      - Organization marketing
      - Social marketing
- - - - Return-on-quality
      - Quality level
      - Total quality management
      - Performance quality
      - Conformance quality
    - - Competitive tools for differentiating a product from competitors' products
  - - - Line stretching
      - Line filling
- - - - 3 levels
        
        Attributes
        
        Benefits
        
        Beliefs and Values
    - - Distinctive
      - Extendable
      - Easy to pronounce, recognize and remember
      - Translatable for the global economy
      - Suggests benefits and qualities
      - Capable of registration and legal protection
    - - Manufacturer's Brand
      - Licensed Brand
      - Private Brand
      - Co-brand
    - - Brand Extensions
        
        existing brand name & new product category
      - Multibrands
        
        new brand name & existing product category
      - Line extensions
        
        existing brand name & existing product category
      - New brands
        
        new brand name & new product category