Brand Development and Marketing

Name: Brand Development and Marketing
Author: Joseph Rice

Discover new strategies for promoting your products to increase sales and customer loyalty

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Course: On-Demand

(whooshing) Let's examine brand development and marketing. We'll take a look at classifications of products and services, types of buying decision behavior, and stages in the buyer decision process. We will also explore branding strategies, strategies for creating value for customers, the stages of the product life cycle, and online and digital marketing. Product classifications can fall into two broad categories; Consumer products and industrial products. A consumer product is something that's purchased by the end user and could be classified into many sub categories. For example, a convenience product is one that's frequently purchased with minimal effort. These might include candy bars or sodas bought at the point of sale. A shopping product is a product that is less frequently purchased and involves a comparison process on the part of the consumer. A shopping product requires the consumer to gather information or make comparisons on features and price. Shopping products include things like furniture, appliances, and clothing. A specialty product or service is something with a unique characteristic or branding. Examples of a specialty product might be a high-end car, specialized travel equipment, gourmet food or legal services. Consumers typically don't do a lot of comparison shopping for specialty products and are often willing to travel to obtain them. Specialty products typically require little promotion. Unsought products are those that a consumer doesn't know about yet. They're often innovations or products where the marketing has not connected with the consumer. Unsought products need a lot of promotion to interest the consumer. By contrast, industrial products are those purchased by an individual or organization for use in conducting a business, or that may require further processing. The end purpose of the product is what differentiates a consumer product from an industrial one. If you buy a snowblower for home use, that's considered a consumer product, but if it's used in a business, then it's an industrial product. Industrial products and services fall into three groups, raw or manufactured materials, capital items, and supplies and services. Raw materials can be wheat or cotton, lumber or crude oil. Manufactured materials can range from wire and cement to motors and tires. Price, quality, and service are the major marketing factors in this category. Advertising is rarely used for rock or manufactured materials sold as industrial products. Capital items are industrial products that aid in production. These items include services like the installation of manufacturing equipment, fixed equipment, accessory equipment such as hand tools or lift trucks, and office equipment like printers and desks. There's also supplies and service. Supplies are items like tools, paints, pencils, and paper. Supplies are consumer convenience products and are purchased regularly and with minimum effort. Business services are repair and maintenance and cleaning services.

Intermediate Provider : Joseph Rice 10 Lessons · 38m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

Brand development and marketing go hand-in-hand when it comes to targeting a receptive buyer. This course shows you how to classify products and make marketing decisions that encourage customer loyalty and increase sales. With this knowledge, you can explore new strategies for reaching consumers and promoting your products and services in an ever-changing market.

What You'll Learn

Classify products and services for marketing efforts, including other classifiable items
Identify the three levels of product decisions
Recognize how different products affect buyer perception and behavior
Examine the buying decision process and its stages
Apply key branding, pricing, and personal selling strategies
Explore the benefits of digital marketing

Key Takeaways

Brand development and marketing work hand-in-hand when targeting a receptive buyer.
Classifying products and services informs the marketing decisions that encourage customer loyalty and increase sales.
Different products affect buyer perception and behavior across the stages of the buying decision process.
Branding, pricing, and personal selling strategies are key tools for promoting products and services.
Digital marketing offers benefits for reaching consumers in an ever-changing market.

Frequently Asked Questions

What will this course teach me?

It shows you how to classify products and make marketing decisions that encourage customer loyalty and increase sales, and how to explore new strategies for reaching consumers and promoting products and services in an ever-changing market.

What topics does the course cover?

The course covers classification of products and services, marketing decisions for products and services, buying decision behaviors and the buying decision process, branding strategies, pricing, personal selling, and digital marketing.

Does the course address the product decision-making process?

Yes. It teaches you to identify the three levels of product decisions and to understand the buying decision process and its stages.

Does this course cover digital marketing?

Yes. The course includes a lesson on digital marketing and lets you explore its benefits.