PAZARLAMA YÖNETİMİ

Products include not only goods but also services, events, persons, places, organizations, ideas, or a mixture of these.

Products have five levels. Therefore, the correct answer is C.

A core product is the fundamental need or want that consumers satisfy by consuming the product or service. Therefore, the correct answer is A.

Delivering chocolate is an augmented product in this case. Therefore the correct answer is D.

An expected product is about all aspects the consumer expects to get when he/she purchases a product. Therefore the correct answer is A.

Products fall into three groups according to durability and tangibility, therefore the correct answer is C.

The Cartier bracelet is a speciality product in this case since it has a higher price compared to many other jewellery stores and the Cartier brand was probably chosen deliberately. therefore the correct answer is E.

Impulse products are purchased without any planning or search effort. Therefore the correct answer is B.

Product mix depth refers to the number of iPhone versions offered in the Apple Stores. Therefore, the correct answer is C.

A good brand name should possess all the above, however it should also be legally protectable. Answer B 'needn't be legally protectable' is not a good idea, therefore it is the correct answer.

Since the product is a newly launched one there is always a chance of having few competitors in the market. Therefore, the correct answer is B.

An augmented product is the inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors. For example, the hotel can provide a free map of the town in every room, remote-control satellite TV and prompt check- in and checkout.

A core product is the fundamental need or want that consumers satisfy by consuming the product or service. In another words, a core product is what customer is really buying. For example, the core product of a restaurant is food. The core product of a hotel is rest and sleep. The core product of a book is information.

Product Family

Product Class

Product Line

Product Type

Item or Product Variant

Impulse products are purchased without any planning or search effort, like candy bars, chewing gum, and chocolate.

Limitations to consumers: 

The product price tends to go up.

Manufacturers, taking advantage of the popularity of their brand names, may reduce the quality

gradually.

Branding may create confusion. In some cases, consumers are not able to decide which brand is

the best in quality because all the brands in the market claim to be the best ever in quality.

Line extensions involve introduction of additional items in a given product category under the same brand name, such as new flavours, forms, colours, ingredients, package sizes, etc. Majority of new product launches by companies are line extensions (e.g, Coca Cola, Coca Cola Zero, Coca Cola Diet).

Brand equity as ‘a set of brand assets and liabilities linked to the brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm or to the firm’s customers’. In a way, brand equity is the positive differential effect that knowing the brand name has on consumer response to the product or service.

(1)  Awareness stage: The consumer becomes aware of the innovation but lacks information about it.

(2)  Interest stage: The consumer is stimulated to seek information about the innovation.

(3)  Evaluation stage: The consumer considers whether to try the innovation.

(4)  Trial stage: The consumer tries the innovation to improve his or her estimate of its value.

(5)  Adoption stage: The consumer decides to make full and regular use of the innovation.