12 Setting Product Strategy 1
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12Setting Product Strategy 1
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Chapter QuestionsWhat are the characteristics of products and how do marketers classify products? How can companies differentiate products?Why is product design important and what factors affect a good design?
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Chapter QuestionsHow can a company build and manage its product mix and product lines?How can companies combine products to create strong co-brands or ingredient brands?How can companies use packaging, labeling, warranties, and guarantees as marketing tools?Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*What is a Product?A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Figure 12.1 Components of the Market OfferingCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Figure 12.2 Five Product LevelsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Product Classification SchemesDurabilityTangibilityUse
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Durability and TangibilityNondurable goodsDurable goodsServices
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Consumer Goods ClassificationConvenienceShoppingSpecialtyUnsought
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Industrial Goods ClassificationMaterials and partsCapital itemsSupplies/business services
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Product DifferentiationProduct formFeaturesCustomizationPerformanceConformanceDurabilityReliabilityRepairabilityStyleCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Service DifferentiationOrdering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repairReturns
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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DesignCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*The Product Hierarchy
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Product Systems and MixesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Figure 12.3 Product-Item Contributions to a Product Lines Total Sales and ProfitsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Figure 12.4 Product Map for a Paper-Product LineCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Line StretchingDown-Market StretchUp-Market StretchTwo-Way Stretch
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Product-Mix PricingProduct-line pricingOptional-feature pricingCaptive-product pricingTwo-part pricingBy-product pricingProduct-bundling pricing
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Ingredient Branding Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*What is the Fifth P?Packaging, sometimes called the 5th P, is all the activities of designing and producing the container for a product.
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Factors Contributing to the Emphasis on PackagingSelf-serviceConsumer affluenceCompany/brand imageInnovation opportunity
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*Packaging ObjectivesIdentify the brandConvey descriptive and persuasive informationFacilitate product transportation and protectionAssist at-home storageAid product consumption
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Functions of LabelsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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For ReviewWhat are the characteristics of products and how do marketers classify products? How can companies differentiate products?Why is product design important and what factors affect a good design?
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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Also For ReviewHow can a company build and manage its product mix and product lines?How can companies combine products to create strong co-brands or ingredient brands?How can companies use packaging, labeling, warranties, and guarantees as marketing tools?Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-*
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