I-Core Marketing Final – McManus – Complete Study Guide &I-Core
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide &I-Core
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide & Practice Questions.pdf
I-Core Marketing Final –
McManus – Complete
Study Guide & Practice
Questions
Guidehttps://www.stuvia.com/dashboard!@_)#*)(@$)($@*($@)($@*_
I-Core Marketing Final – McManus – Complete Study Guide &I-Core
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide &I-Core
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide & Practice Questions.pdf
,I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
Product Anything that is of value to a consumer and can be offered through voluntary
marketing exchange
Goods, services, places, ideas, organizations, people, communities
Actual Product vs Associated services Actual: Brand name, quality level, packaging, features/design
Associated: Financing, product warranty, product support
Types of products: Specialty Customers show strong preference that they will expend considerable effort to
search
Types of products: shopping Consumers will spend fair amount of time comparing alternatives
Types of shopping: convenience Consumer is willing to spend minimum effort to evaluate prior to purchase
Types of shopping: unsought Consumers either don't know about product or wouldn't normally think of
buying it
Breadth Number of product lines in product mix
Depth Number of categories within product line
I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
, I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
Increase Depth By: Increase products in product line
Ex. Band-aid has over 40 products to heal cuts
Decrease depth by: Decrease products in line
Ex. McCormick spices eliminates dozens of products per year
Increase Breadth by: Firms often add new product lines to capture new or evolving markets
Ex. Starks vacuums added line of face masks during covid
Decrease Breadth: When a firm drops an entire line of goods no longer competitive
Ex. P&G sold off pet care line to focus on home/personal care
Changes to product mix
Branding Increasing awareness and provides a way to differentiate from competition
What makes a brand? name, URLs, logos and symbols, characters, slogans, jingles/sounds
I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide &I-Core
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide & Practice Questions.pdf
I-Core Marketing Final –
McManus – Complete
Study Guide & Practice
Questions
Guidehttps://www.stuvia.com/dashboard!@_)#*)(@$)($@*($@)($@*_
I-Core Marketing Final – McManus – Complete Study Guide &I-Core
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide &I-Core
Practice
Marketing
Questions.pdf
Final – McManus – Complete Study Guide & Practice Questions.pdf
,I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
Product Anything that is of value to a consumer and can be offered through voluntary
marketing exchange
Goods, services, places, ideas, organizations, people, communities
Actual Product vs Associated services Actual: Brand name, quality level, packaging, features/design
Associated: Financing, product warranty, product support
Types of products: Specialty Customers show strong preference that they will expend considerable effort to
search
Types of products: shopping Consumers will spend fair amount of time comparing alternatives
Types of shopping: convenience Consumer is willing to spend minimum effort to evaluate prior to purchase
Types of shopping: unsought Consumers either don't know about product or wouldn't normally think of
buying it
Breadth Number of product lines in product mix
Depth Number of categories within product line
I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
, I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
Increase Depth By: Increase products in product line
Ex. Band-aid has over 40 products to heal cuts
Decrease depth by: Decrease products in line
Ex. McCormick spices eliminates dozens of products per year
Increase Breadth by: Firms often add new product lines to capture new or evolving markets
Ex. Starks vacuums added line of face masks during covid
Decrease Breadth: When a firm drops an entire line of goods no longer competitive
Ex. P&G sold off pet care line to focus on home/personal care
Changes to product mix
Branding Increasing awareness and provides a way to differentiate from competition
What makes a brand? name, URLs, logos and symbols, characters, slogans, jingles/sounds
I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf I-core Marketing Final - McManus.pdf
