dominated by products and services designed for the general consumer. Consumer
markets are typically
split into four
primary categories: consumer
products, food and beverage products, retail products, and
transportation products. Industries in the consumer markets often have to deal
with shifting brand loyalties and uncertainty about the future popularity of
products and services.
proliferation of media channels divides and diverts consumers‘ attention like
never before. Successful marketers must define a sound marketing strategy while
continually adapting their tactics to the ever-shifting landscape.
In this intense, highly interactive program, senior members of Kellogg‘s renowned
marketing faculty and leading marketing experts guide you through a learning
experience that blends theory with sound marketing practice. Through
discussions, case studies and collaborative exercises, you‘ll develop a
well-defined approach for identifying attractive targets and effectively
positioning products and services for them. You‘ll go home armed with winning
strategies and tactics and inspired to launch them.
A service is the action of doing something for someone or something.
It is largely intangible (i.e. not material). You cannot touch it. You cannot
see it. You cannot taste it. You cannot hear it. You cannot feel it. So a
service context creates its own series of challenges for the marketing manager
since he or she must communicate the benefits of a service by drawing parallels
with imagery and ideas that are more tangible.
Search quality is the perception
in the mind of the consumer of the quality of the product prior to purchase
through making a series of searches. So this is simple in relation to a
tangible product because you might look at size or colour for example. Therefore
search quality relates more to products and services.