마케팅 원어 Marketing 기말고사 요약

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What is a product?
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Everything, both favorable and unfavorable, that a person receives in an exchange

Core-benefit ‘what are you buying?’
“In the factory, we make cosmetics; in the store, we sell hope.”-Charles Revson of Revlon

Three Levels of product
→ Level 1: The core benefit – addresses the question ‘what is the buyer really buying?’
→Level 2: Turn the core benefit into an actual product (e.g. need to develop product and and service features, design…)
Packaging – the covering or container of a product that provides product protection, facilitates product use and storage, and supplies important marketing communication
= Container for promoting the product and making it easier and safer to use
(Good example : Tiffany, Campbell soup, SONY water bottle package, Mcdonald…)
→Level 3: Build an augmented product around the core benefit and actual product by offering additional consumer services and benefits (e.g. Apple’s I-tunes)

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