Different types of products and services generate various value bundles for a customer.  The winter jacket that your consumer is I need of, is seen as a durable product.  Apply the matrix of values and consumer roles for the jacket to their situation.

Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter11: Product Concepts, Branding, And Packaging
Section: Chapter Questions
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Different types of products and services generate various value bundles for a customer.  The winter jacket that your consumer is I need of, is seen as a durable product.  Apply the matrix of values and consumer roles for the jacket to their situation. 
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