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Chapter 10
- 1. Chapter 10: Product Concepts Prepared by David Ferrell, B-books, Ltd. Designed by Eric Brengle, B-books, Ltd. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 2. What Is a Product? Define the term product. LO 1 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 4. What Is a Product? Product is the starting point of Marketing Mix Copyright 2012 by Cengage Learning Inc. All Rights Reserved Promotion Place (Distribution) Price Product
- 5. Review Learning Outcome LO 1 Define the Term Product Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 6. Types of Consumer Products Classify consumer products. LO 2 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 7. Types of Products Business Product - A product used to manufacture other goods or services, to facilitate an organizations operations, or to resell to other consumers. Consumer Product - A product bought to satisfy an individual’s personal needs or wants. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 8. Types of Consumer Products Copyright 2012 by Cengage Learning Inc. All Rights Reserved Unsought Products Specialty Products Shopping Products Convenience Products Consumer Products Business Products Products
- 9. Types of Consumer Products Copyright 2012 by Cengage Learning Inc. All Rights Reserved Convenience Product Shopping Product Specialty Product Unsought Product A relatively inexpensive item that merits little shopping effort A product that requires comparison shopping, because it is usually more expensive and found in fewer stores A particular item for which consumers search extensively and are reluctant to accept substitutes A product unknown to the potential buyer or a known product that the buyer does not actively seek
- 10. Review Learning Outcome LO 2 Consumer Products Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 11. The Importance of Services Discuss the importance of services to the economy. LO 3 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 12. Service The result of applying human or mechanical efforts to people or objects. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 13. Review Learning Outcome The Importance of Services LO 3 Copyright 2012 by Cengage Learning Inc. All Rights Reserved 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of GDP 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of employment Services Deed Performance Effort
- 14. How Services Differ from Goods Discuss the differences between services and goods. LO 4 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 17. Review Learning Outcome The Difference Between Services and Goods LO 4 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 18. Product Items, Lines, and Mixes Define the terms product item , product line , and product mix. LO 5 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 19. Product Items, Lines, and Mixes Copyright 2012 by Cengage Learning Inc. All Rights Reserved Product Item Product Line Product Mix A specific version of a product that can be designated as a distinct offering among an organization’s products. A group of closely-related product items. All products that an organization sells.
- 20. Campbell’s Product Lines and Mix Copyright 2012 by Cengage Learning Inc. All Rights Reserved Source: Campbell’s Web site: http://www.campbellsoup.com, June 10, 2008.
- 21. Benefits of Product Lines Copyright 2012 by Cengage Learning Inc. All Rights Reserved Equivalent Quality Efficient Sales and Distribution Standardized Components Package Uniformity Advertising Economies
- 24. Adjustments Copyright 2012 by Cengage Learning Inc. All Rights Reserved Product Modification Product Repositioning Product Line Extension or Contraction Adjustments to Product Items, Lines, and Mixes
- 25. Types of Product Modifications Copyright 2012 by Cengage Learning Inc. All Rights Reserved Quality Modification Functional Modification Style Modification
- 26. Planned Obsolescence The practice of modifying products so those that have already been sold become obsolete before they actually need replacement. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 27. Repositioning Copyright 2012 by Cengage Learning Inc. All Rights Reserved Changing Demographics Declining Sales Changes in Social Environment Why reposition established brands?
- 28. Product Line Extension Adding additional products to an existing product line in order to complete more broadly in the industry. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 30. Review Learning Outcome Product Item , Product Line , and Product Mix LO 5 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 31. Branding Describe marketing uses of branding. LO 6 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 32. Brand A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 33. Branding Copyright 2012 by Cengage Learning Inc. All Rights Reserved Brand Name Brand Mark Brand Equity That part of a brand that can be spoken, including letters, words, and numbers The elements of a brand that cannot be spoken The value of company and brand names Global Brand A brand where at least one-third of the product is sold outside its home country
- 34. Benefits of Branding Copyright 2012 by Cengage Learning Inc. All Rights Reserved Product Identification Repeat Sales New Product Sales
- 35. Top Ten Global Brands Source: Reprinted from the September 29, 2008, issue of Business Week by special permission, copyright © 2007 by The McGraw-Hill Companies, Inc. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 36. Branding Strategies Copyright 2012 by Cengage Learning Inc. All Rights Reserved Brand No Brand Manufacturer’s Brand Private Brand Individual Brand Family Brand Combi- nation Individual Brand Family Brand Combi- nation
- 37. Manufacturers’ Brands Versus Private Brands Manufacturer’s Brand- The brand name of manufacturer. Private Brand- A brand name owned by a wholesaler or a retailer. Also known as private label or store brand. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 40. Individual Brands Versus Family Brands Individual Brand- Using different brand names for different products. Family Brand- Marketing several different products under the same brand name. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 41. Cobranding Copyright 2012 by Cengage Learning Inc. All Rights Reserved Ingredient Branding Cooperative Branding Complementary Branding Types of Cobranding
- 43. Review Learning Outcome Marketing Uses of Branding LO 6 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 44. Packaging Describe marketing uses of packaging and labeling. LO 7 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 45. Functions of Packaging Contain and Protect Promote Facilitate Storage, Use, and Convenience Facilitate Recycling Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 47. Universal Product Codes Universal Product Codes (UPCs)- A series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products. Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 48. Review Learning Outcome Packaging and Labeling LO 7 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 49. Global Issues in Branding and Packaging Discuss global issues in branding and packaging. LO 8 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 50. Global Issues in Branding Copyright 2012 by Cengage Learning Inc. All Rights Reserved Adaptations & Modifications Global Options for Branding One Brand Name Everywhere Different Brand Names in Different Markets
- 51. Global Issues in Packaging Copyright 2012 by Cengage Learning Inc. All Rights Reserved Aesthetics Global Considerations for Packaging Climate Considerations Labeling
- 52. Review Learning Outcome Global Issues in Branding and Packaging LO 8 Copyright 2012 by Cengage Learning Inc. All Rights Reserved Branding Choices: 1 name Modify or adapt 1 name Different names in different markets Packaging Considerations: Labeling Aesthetics Climate
- 53. Product Warranties Describe how and why product warranties are important marketing tools. LO 9 Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 54. Product Warranties Copyright 2012 by Cengage Learning Inc. All Rights Reserved Warranty Express Warranty Implied Warranty A confirmation of the quality or performance of a good or service. A written guarantee. An unwritten guarantee that the good or service is fit for the purpose for which it was sold. (UCC)
- 55. Review Learning Outcome Product Warranties LO 9 Express warranty = written guarantee Implied warranty = unwritten guarantee Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Hinweis der Redaktion
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes : The product offering, the heart of an organization’s marketing program, is usually the starting point in creating a marketing mix.
- Chapter 10 Product Concepts Notes: Price, distribution, and promotion strategies can not be determined until the firm has a product to sell. A product is everything, both favorable and unfavorable, that a person receives in an exchange. Well-conceived price, distribution, and promotion strategies have little value without a strong product offering.
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: Products can be classified as either business (industrial) or consumer products. The classification as a business or consumer product depends on the buyer’s intentions.
- Chapter 10 Product Concepts Notes: Chapter 7 described seven categories of business products: (have students name these) major equipment, accessory equipment, component parts, processed materials, raw materials, supplies, and business services. Consumer products are classified into four types: convenience products, shopping products, specialty products, and unsought products. This approach organizes products by the effort used to shop for them.
- Chapter 10 Product Concepts Discussion/Team Activity: Name products and services that fall into each of the consumer product categories: Convenience: candy, soft drinks, deodorant, aspirin, hardware, dry cleaning. Shopping: Homogeneous shopping products such as washers, dryers, televisions. Decisions are based on the lowest-priced brand with the desired features. Heterogeneous shopping products are essentially different, for example furniture, clothing, housing, universities. Decisions are highly-individual and based on “finding the best product for me.” Specialty: fine watches, expensive automobiles, gourmet restaurants. Unsought: new products, insurance, burial plots, encyclopedias.
- Chapter 10 Product Concepts
- Notes: A service is the result of applying human or mechanical efforts to people or objects. Services involve a deed, a performance, or an effort that cannot be physically possessed. The marketing process is the same for all types of products, whether they are goods or services. In fact, many manufacturing firms can point to service as a major factor in their success. Services offered by the manufacturer are important to buyers, and often are a factor in the importance of purchasing products. Services have some unique characteristics, and marketing strategies need to be adjusted for these characteristics.
- Notes: The service sector accounts for 81 percent of both U.S. gross domestic product and U.S. employment. The demand for services is expected to continue. As a result of demographic shifts, services are expected to account for nearly all net job growth through the year 2012. (The aging population will need nursing care, physical therapy, and social workers.)
- Notes: Intangibility: Services cannot be touched, seen, tasted, heard, or felt in the same way as goods. Services cannot be stored and are easy to duplicate. Tangible cues are often used to communicate a service’s quality and nature. Facilities are a critical tangible part of a service experience. Produced and Consumed Simultaneously: Goods are produced, sold, and then consumed. In contrast, services are often sold, produced, and consumed at the same time. Consumers are involved in the production of the services that they buy. The quality of services depends on the quality of employees. Heterogeneity: Services are less standardized and uniform than goods—a characteristic known as heterogeneity. Because services are labor-intensive, consistency and quality control can be hard to achieve. Standardization and training help increase consistency and reliability. Perishability: Services cannot be stored, warehoused, or inventoried. If not used, the revenue is lost. One of the most important challenges in many service industries, such as hotels and airlines, is finding ways to synchronize supply and demand. Deep discounts and off-peak pricing strategies encourage demand during nonpeak times.
- Online Activity: Web MD What elements of Web MD’s Web site communicate the search, experience, and credence qualities of the services offered by an online medical consultant? Notes: Compared to goods, services tend to exhibit fewer search qualities. A search quality is a characteristic that can be easily assessed before purchase. An experience quality is a characteristic that can be assessed only after use. A credence quality is a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience.
- Notes: The service sector accounts for 81 percent of both U.S. gross domestic product and U.S. employment. The demand for services is expected to continue. As a result of demographic shifts, services are expected to account for nearly all net job growth through the year 2012. (The aging population will need nursing care, physical therapy, and social workers.)
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: Rarely does a company sell a single product. Instead, it sells a variety of things that may be categorized into product lines and product mixes.
- Chapter 10 Product Concepts Notes: All of Campbell’s products constitute its product mix. Each product in the product mix may require a separate marketing strategy. In some cases, product lines and mixes share some marketing strategy components. Consider Nike’s theme, “Just Do It.” An example of Campbell’s product lines and product mix is shown in Exhibit 10.2. Discussion/Team Activity: Identify a few companies with extensive product lines and product mixes. Pick one and create a matrix similar to Exhibit 10.2. Evaluate the marketing strategies in use.
- Chapter 10 Product Concepts Notes: Advertising economies: economies of scale in advertising (more impact for equivalent spending). Package uniformity: packages may have a common look but maintain individual identities. Standardized components: reductions in manufacturing and inventory costs. Efficient sales and distribution: a product line enables a full range of choices to customers, and as a result, better distribution and retail coverage. Equivalent quality: all products in a line are perceived as having similar quality. Discussion/Team Activity: Discuss product lines that demonstrate the above benefits. Some ideas include: Gillette, General Motors, Procter & Gamble, Mary Kay Cosmetics
- Chapter 10 Product Concepts Notes: In Exhibit 10.2, product mix width can be seen in Campbell’s product divisions. Product mix width diversifies risk across many product lines rather than depend on one or two lines. Widening the mix also capitalizes on established reputations.
- Chapter 10 Product Concepts Notes: In Exhibit 10.2, product line depth can be seen in Campbell’s product items in its soup division.
- Chapter 10 Product Concepts Notes: Over time, updates in technical or product developments or environmental changes warrant changes to product items, lines, and mixes. The three strategies for making these changes are: Product Modification Product Repositioning Product Line Extension or Contraction
- Chapter 10 Product Concepts Notes: Marketing managers must decide if and when to modify products. Product modification changes one or more of a product’s characteristics: Quality modification: change in a product’s dependability or durability. Functional modification: change in a product’s versatility, effectiveness, convenience, or safety. Style modification: an aesthetic product change (like color) rather than a quality or functional change. Planned obsolescence is a style modification change to make old products “obsolete” to the consumer.
- Chapter 10 Product Concepts Discussion/Team Activity: Debate the advantages and disadvantages of the practice of planned obsolescence. What products become obsolete in a short period?
- Chapter 10 Product Concepts Notes: The second way of adjusting product items, lines, and mixes is by repositioning. Repositioning changes consumers’ perceptions of a brand. Changing demographics, declining sales, or changes in the social environment often motivate firms to reposition established brands.
- Chapter 10 Product Concepts Notes: A product line extension occurs when management adds products to an existing product line in order to compete more broadly in the industry.
- Chapter 10 Product Concepts Notes: When a firm contracts overextended product lines, the benefits that are likely include: * Resource concentration on the most important products. * No waste of resources on poorly performing products. * Greater likelihood of the success of new product items due to more financial and human resources to manage them.
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: A product’s success depends on the target market’s ability to distinguish one product from another. Marketers use branding as the major tool in distinguishing their product from the competition. Discussion/Team Activity: Name products with strong brand recognition.
- Chapter 10 Product Concepts Discussion/Team Activity: What attributes make a good brand name, based on the names of strongly recognized brands? Discuss examples of strong global brands.
- Chapter 10 Product Concepts Notes : Branding has three main purposes: product identification, repeat sales, and new-product sales.
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: Exhibit 10.4 diagrams the decisions made in branding. The lack of a brand name, a generic product, can be a selling point. If a brand is used, the choice is made between a manufacturers’ brand, a private brand, or both. With either a manufacturers’ brand or a private brand, a decision is made among: Individual brand—different brands for different products Family brand—common names for different products or a combination of individual branding and family branding. Discussion/Team Activity: Name brands that fall into each of the categories shown on this slide and in Exhibit 10.4.
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: Exhibit 10.5 compares Manufacturers’ and private brands from the Reseller’s Perspective
- Chapter 10 Product Concepts Exhibit 10.5 compares Manufacturers’ and private brands from the Reseller’s Perspective
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: Cobranding is placing two or more brand names on a product or its package. Ingredient branding identifies the brand of a part that makes up the product. Examples: Intel in Dell computers, Coach interiors in Lincoln automobiles. Cooperative branding occurs when two brands receive equal treatment. Examples: Promotional contest sponsored by Ramada Inns, American Express, and Continental Airlines. Complementary branding refers to products advertised or marketed together to suggest usage. The benefits of cobranding include: Enhancement of prestige or value of a product and increased market presence in markets with little or no market share.
- Chapter 10 Product Concepts Notes: A trademark is the exclusive right to use a brand or part of a brand. Others are prohibited to use without permission. A service mark performs the same function for services. Parts of a brand or other product identification may qualify for trademark protection. Some of the best known trademarked features include the Coca-Cola bottle and the Nike “Swoosh,” the Jeep front grille, and the Levi’s pocket tag. Companies that fail to protect trademarks face the risk of product names becoming generic. This list includes aspirin, cellophane, thermos, monopoly, cola, and shredded wheat. Discussion/Team Activity: Discuss some heavily-protected product brands that are used generically in conversations. Examples might include Kleenex, Xerox, Band-Aid Brand Adhesive Bandages, etc.
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: Packaging serves not only the practical function of containing and protecting products as they travel through the distribution channel, but it is also a container for promoting the product and making it safer and easier to use.
- Chapter 10 Product Concepts Notes: Package labeling takes two forms: persuasive or informational.
- Chapter 10 Product Concepts Notes: Universal product codes, often called bar codes, were first introduced in 1974. UPCs help retailers prepare records of customer purchases, control inventories, and track sales.
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes: When entering a foreign market with an existing product a firm has three options for handling the brand name: One brand name everywhere. Coca-Cola uses this strategy in 195 countries around the world. This strategy allows greater recognition of the product and easier promotional coordination from market to market. Adaptations and modifications are used when the name cannot be pronounced or interpreted successfully in a different language. Different brand names for different markets: Local brand names are used when translation or pronunciation problems occur, when the marketer wants the brand to appear to be a local brand, or when regulations require localization.
- Chapter 10 Product Concepts Notes: Labeling concern is translation of ingredient, promotional, and instructional information on labels. Package aesthetics are important from a cultural perspective. For example, colors may have different and often negative connotations. Package size is influenced by availability of refrigeration, amount of storage space, and even the purchasing power of buyers. On the other hand, simple visual elements of the brand, such as a logo or symbol, can be a standardizing element across products and countries. Extreme climates and long-distance shipping necessitate sturdier packages. Packages may need a longer shelf life.
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts
- Chapter 10 Product Concepts Notes : Just as a package is designed to protect the product, a warranty protects the buyer and gives essential information about the product. A warranty confirms the quality or performance of a good or service.
- Chapter 10 Product Concepts