What types of products and services are easier or more difficult to evaluate and why?
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More tangible products are easier to evaluate than services because they
have an easily assigned value, and are easily analyzed via the four P's of
marketing, whereas services are difficult to analyze using the same criteria
What are the different types of primary and secondary research?
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, Primary research includes interviewing, surveying, polling, etc. in order to
form a conclusion, while secondary research includes reviewing existing
information, including the latter examples. In addition an environmental
scan is a good example of secondary research.
What are the three layers of a product and what are examples of each? (Spotlight
Lecture)
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Core- What it is• The physical anatomy of the solution that solves the basic
benefit or problem that the customer is looking for
Examples• Jeans, Apple Watch, Flight, Sandwich
What it does• Is the first thing that attracts a customer• Signals the quality of
the product
Augmented Layer- What it is• Additional value that is added to the product
Examples• Customer service, packaging, promotion,warranties, guarantees,
brand name, design,financing support, etc.
What it does• Reduces the risk of purchase• Creates loyalty
Symbolic Layer-What it is• Captures the psychological and emotional
meaning of a product Examples• Exhilaration, pride, empowerment,
safety,nostalgia, etc.What it does• Creates a relationship with the customer
Ex: Chic-Fil-A sandwich:
Core-chicken sandwich
Augmented- crispy, deep fried with pickles and delicious chic fil a sauce
Symbolic-makes you feel a sense of comfort and satisfaction
What is an insight and what makes a good insight?
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An insight is "The really deep WHY" A good insight may not even be able to
be articulated, but a good insight includes a clear SWOT, situational
Give this one a try later!
More tangible products are easier to evaluate than services because they
have an easily assigned value, and are easily analyzed via the four P's of
marketing, whereas services are difficult to analyze using the same criteria
What are the different types of primary and secondary research?
Give this one a try later!
, Primary research includes interviewing, surveying, polling, etc. in order to
form a conclusion, while secondary research includes reviewing existing
information, including the latter examples. In addition an environmental
scan is a good example of secondary research.
What are the three layers of a product and what are examples of each? (Spotlight
Lecture)
Give this one a try later!
Core- What it is• The physical anatomy of the solution that solves the basic
benefit or problem that the customer is looking for
Examples• Jeans, Apple Watch, Flight, Sandwich
What it does• Is the first thing that attracts a customer• Signals the quality of
the product
Augmented Layer- What it is• Additional value that is added to the product
Examples• Customer service, packaging, promotion,warranties, guarantees,
brand name, design,financing support, etc.
What it does• Reduces the risk of purchase• Creates loyalty
Symbolic Layer-What it is• Captures the psychological and emotional
meaning of a product Examples• Exhilaration, pride, empowerment,
safety,nostalgia, etc.What it does• Creates a relationship with the customer
Ex: Chic-Fil-A sandwich:
Core-chicken sandwich
Augmented- crispy, deep fried with pickles and delicious chic fil a sauce
Symbolic-makes you feel a sense of comfort and satisfaction
What is an insight and what makes a good insight?
Give this one a try later!
An insight is "The really deep WHY" A good insight may not even be able to
be articulated, but a good insight includes a clear SWOT, situational
