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Chapter 8, : - Coggle Diagram
Chapter 8
Products
3 level of products
Augmented product
Actual product
Core customer value
Classification
Consumer product
Convenience product
Shopping product
Specialty product
Unsought product
Industrial product
Individual product decisions
Product attributes -> Branding -> Packaging -> Labeling and logos -> Product support services
Product and service attributes
Product quality
Product features
Product style and design
Decisions
Product line decisions
Product mix decisions
Brand
Definition
Name
Term
Sign
Symbol
Design
Packaging
Labeling and logos
Services
4 characteristics
Intangibility
Inseperability
Variability
Perishability
Service profit chain
Internal service quality
Satisfied and productive service employees
Satisfied and loyal customers
Healthy service profit and growth
Building strong brands
Brand positioning
Brand name selection
Brand sponsorship
Brand development
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