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【正文】 ery little or minimum effort Considerable effort No effort Maximum effort Degree of Effort Required Soft drinks Bread, milk Coffee Automobiles Homes Vacations Life insurance Burial plots New products Expensive jewelry Gourmet dinners Limitedproduction autos Examples Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1410 Mickey Mouse’s Product Mix ? Theme parks amp。 resorts ? ABC Television Network ABC ? TV amp。 radio stations ? Film studios amp。 production ? Video programs amp。 licensing ? Consumer products ? Publishing Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1411 Classifying Business Products 1 Capital products Expense items Large, expensive items with a long life span that are purchased by businesses for use in making other products or providing a service. Items, purchased by businesses, that are smaller and less expensive than capital products and usually have a life span of less than one year. Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1412 1 Categories of Business Products Component parts and materials Accessories Installations Raw materials Supplies Services Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1413 2 Learning Goal 2 How does branding distinguish a product from its petitors? Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1414 2 Benefits of Branding Product Identification Repeat Sales NewProduct Sales Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1415 2 Benefits of Branding Brand Equity Master Brand The value of pany and brand names. A brand so dominant that consumers think of it immediately when a product category, use, attribute, or customer benefit is mentioned. Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1416 2 America’s Master Brands Product Category Master Brand Adhesive bandages Antacids Baking soda Fast food Rum Salt Soft drinks Soup BandAid AlkaSeltzer Arm amp。 Hammer McDonald’s Bacardi Morton CocaCola Campbell’s Chapter 14 Understanding Business Luan Ling Eamp。M School, CAU 1417 2 Characteristics of Effective Brand Names ? Easy to pronounce ? Easy to recognize ? Easy to remember ? Short ? Distinctiv
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