Outcomes of customer satisfaction

The two dimensions of customer satisfaction The customer’s assessment of their satisfaction following a purchase and consumption of a product involves a comparison of two views: What were their EXPECTATIONS of value prior to purchase? What was their perception of the value delivered AFTER purchase? The consumer will engage in a mental comparison and make … Read more…

What is a benefit?

Defining benefits in marketing terms In marketing, the word benefit refers to some advantage or positive outcome for the consumer. That is, the consumer is better off due to the purchase/consumption of the product. Products are designed to solve problems or meet needs of consumers. Therefore, an appropriate product design should deliver a series of … Read more…

Value proposition example for McDonald’s

A good way to think about the firm’s value proposition is consider what is different and beneficial about the firm’s (or brand’s) offering/s in the marketplace. Over time, firms/brands will develop and enhance multiple offerings for their target markets. If consumers perceive that the firm/brand offers good value then they are more likely to become … Read more…

Utility in marketing

Customer value = economic utility If you have previously studied economics, then the chances are you have seen the word “utility”. Utility is the economic term for the range of value and benefits received by consumer from the acquisition and consumption of a product. Therefore, in marketing we can use the terms customer value and … Read more…

What is marketing? In simple terms

What is marketing? The best place to start a study of marketing principles is to first clearly understand what is meant by marketing. As you have probably gathered, the word “marketing” is obviously related to the word “market”. You should note that the word marketing is a verb, which means that marketing is an active … Read more…

Quick marketing checklist for consumer products

In marketing textbooks, consumer products are often shown classified into one of four classes – namely, convenience products, shopping products, specialty products, and unsought products. This is a very old marketing model that is still current and relevant today. There are several articles on this website discussing the specific marketing implications and marketing mix guidelines … Read more…

The marketing mix for convenience products

In marketing textbooks, when discussing the product mix, the consumer product classification system is usually discussed. Please note that there are several articles on this website relating to the consumer product classification system, such as how products are classified, examples of the different classes, and why this classification system is used. As you probably know, … Read more…

The marketing mix for shopping products

In many marketing textbooks, when discussing the product mix, the consumer product classification system is often a model that is presented. Please note that there are several articles on this website relating to the consumer product classification system – please refer to Related Topics at the end of this article. As a quick recap, in … Read more…

The marketing mix for specialty products

Many marketing textbooks present the consumer product classification system, which is a model that helps guide the development and design of the marketing mix. Please note that there are several articles on this website relating to the consumer product classification system – please refer to Related Topics at the end of this article. As a … Read more…

The marketing mix for unsought products

It is common that introductory marketing textbooks discuss the consumer product classification system, which is a model that helps guide the design of the marketing mix. Note: There are several articles on this website relating to the consumer product classification system – please refer to Related Topics at the end of this article. As you … Read more…