Ch. 10 - Product Concepts

Because Doc Marten are usually bought to satisfy an individuals wants they are considered a consumer product.  It is not a product used to manufacture other goods or services, It is a specialty product that customers research extensively for and very reluctant to accept anything else. Doc Marten have been in the business for 50 years, It is a product line that has one purpose which is to make boots that have the Doc Marten brand and is of quality. Today, the Doc Martens brand name and it's registered trademark are internationally known. It has become a Global Brand which generates brand loyalty. Doc Martens do have a warranty for their shoes that says it can be used for up to 10 years without needing a replacement. It is also an implied warranty since the products have a history of serving working men in the past and their shoe quality is durable by word of mouth.