Chapter 4 The Marketing Mix - Product

Products may be

• services only

• goods or services, or a combination of both.

• goods. only

• combination of both.

The different aspects of a product includes:

• needs and wants

• features, functions and branding

• goods and services

• design and quality level

• support services and packaging

Branding is the use of a ____, term, symbol, ______ or a combination of these to identify a product.

(a)  

A good brand is remembered and very often chosen by customers over similar products by different brands.

• TRUE

• FALSE

_____ _______ refers to the tendency of customers to continue buying a brand's products and becoming less likely to switch to another brand.

(a)  

What are the benefits of branding to CUSTOMERS?

• makes the product easier or safer to use

• a promise of value

• makes shopping more efficient

• a status symbol and a reflection of personal choice

• promotes the image of the brand

What are the benefits of branding to BUSINESSES?

• helps to build customer loyalty

• makes shopping more efficient

• a reflection of personal choice

• makes it easier for a business to introduce new products to its customers

What is the function of the packaging as shown in the diagram?

• promotes the image of the brand

• makes the product easier or safer to use

• provides information about the product and instructions on its use

• saves space and makes the product easier to handle

What is the function of the packaging as shown in the diagram?

• promotes the image of the brand

• makes the product easier or safer to use

• provides information about the product and instructions on its use

• saves space and makes the product easier to handle

What is the function of the packaging as shown in the diagram?

• protects and prevents damage, spoilage and tampering

• makes the product easier or safer to use

• promotes the image of the brand

• saves space and makes the product easier to handle