Copyright 2007, Prentice-Hall, Inc. 7-1 The Product-Service Continuum Sugar Restaurant Educatio n Pure Tangible Good Pure Service Offer another example of a pure service.
Copyright 2007, Prentice-Hall, Inc. 7-1 The Product-Service Continuum Sugar Restaurant Education Pure Tangible Good Pure Service Offer another example.
Dec 27, 2015
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Copyright 2007, Prentice-Hall, Inc. 7-1
The Product-Service Continuum
Sugar Restaurant Education
Pure Tangible
Good
Pure Service
Offer another example of a pure service.
Copyright 2007, Prentice-Hall, Inc. 7-2
Consumer Experiences
• Creating / managing customer experiences differentiates offers from each other.– All Bass Pro Shop stores
offer hunting and fishing skill clinics. The home store in Springfield, Missouri, has an art gallery, archery and pistol range, wildlife museum, and arcade.
Knot Tying Clinic
Art GalleryEntrance
Copyright 2007, Prentice-Hall, Inc. 7-3
Figure 7-1Three Levels of Product
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Let’s Talk!
Why might a tropical fish be classified by different consumers as a convenience good, a shopping good, OR a specialty good? Explain.
Copyright 2007, Prentice-Hall, Inc. 7-5
Place and Person Marketing
A montage of place and person marketing images.
Marketing in Action
Copyright 2007, Prentice-Hall, Inc. 7-6
Figure 7-2Individual Product Decisions
Copyright 2007, Prentice-Hall, Inc. 7-7
Marketing in Action
Dutch Boy’s packaging innovation offers paint in plastic containers with twist-off tops. The paint container is easy to carry, doesn’t need a screwdriver to pry open, doesn’t dribble when poured, and doesn’t take a hammer to bang the lid shut.
Innovative Packaging
Copyright 2007, Prentice-Hall, Inc. 7-8
Marketing in Action
As Americans become increasingly concerned about cholesterol, the FDA (Food and Drug Administration) has responded by requiring food manufacturers to list trans fat (i.e., trans fatty acids) on the Nutrition Facts portion of product labels, effective 1/1/06.
Labeling
Copyright 2007, Prentice-Hall, Inc. 7-9
Marketing in Action
Marriott offers a full line of hotel brands, each aimed at a different market.
Product Line Stretching
Copyright 2007, Prentice-Hall, Inc. 7-10
Choose a partner in class and discuss your favorite products.
How could the existing product line be stretched or filled? Explain.
Let’s Talk!
Copyright 2007, Prentice-Hall, Inc. 7-11
Figure 7-3Major Brand Strategy Decisions
Copyright 2007, Prentice-Hall, Inc. 7-12
Let’s Talk!
Boudreaux’s Butt Paste is a real product that is used in the treatment of diaper rash.
Evaluate this brand name against the criteria for a good brand name that were previously discussed.
How does it fare? Explain.
Copyright 2007, Prentice-Hall, Inc. 7-13
Figure 7-4Brand Development Strategies
Copyright 2007, Prentice-Hall, Inc. 7-14
Marketing in Action
Liquid-Plumr Power Jet is the latest offering in the line of Liquid Plumr brand products.
Line Extensions
Liquid-plumr.com
Copyright 2007, Prentice-Hall, Inc. 7-15
Figure 7-5Four Service Characteristics
Copyright 2007, Prentice-Hall, Inc. 7-16
Let’s Talk!
How do the service characteristics of intangibility, variability,
inseparability, and perishability relate to restaurants?
Explain.
Copyright 2007, Prentice-Hall, Inc. 7-17
Figure 7-6Three Types of Service Marketing
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