Brand mgmt

Product Life Cycle ,[object Object]

Brand Personality ,[object Object]

Multiproduct Branding ,[object Object]

Multibranding ,[object Object]

Capacity Management ,[object Object]

Off-Peak Pricing ,[object Object]

THE PRODUCT LIFE CYCLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions

Product life cycle for the stand alone fax machine for business use: 1970–2008

Honda Insight Hybrid Automobile and Casio EXILM Digital Camera What stage of the product life cycle?

THE PRODUCT LIFE CYCLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

FIGURE 11-3 Alternative product life cycles

Five categories and profiles of product adopters

Concept Check 1. Advertising plays a major role in the __________ stage of the product life cycle, and sales promotion _ plays a major role in maturity. ,[object Object]

Concept Check 2. How do high-learning and low-learning products differ? ,[object Object]

MANAGING THE PRODUCT LIFE CYCLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Milk Processor Education Program What modification strategy?

MANAGING THE PRODUCT LIFE CYCLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept Check 1. What does “creating new use situations” mean in managing a product’s life cycle? ,[object Object]

Concept Check 2. Explain the difference between trading up and trading down in repositioning. ,[object Object]

BRANDING AND BRAND MANAGEMENT ,[object Object],[object Object],[object Object]

BRANDING AND BRAND MANAGEMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

got2b Hair Products and Mambo Fragrances What are their brand personalities?

Customer-based brand equity pyramid

Hummer Footwear by Roper How does brand licensing create brand equity?

BRANDING AND BRAND MANAGEMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BRANDING AND BRAND MANAGEMENT ,[object Object],[object Object],[object Object],[object Object],[object Object]

Alternative branding strategies

Black & Decker and DeWalt Tools What is each firm’s branding strategy and why?

[object Object],[object Object],CREATING CUSTOMER VALUE THROUGH PACKAGING AND LABELING ,[object Object],[object Object],[object Object]

L’eggs Sheer Energy What packaging benefits?

Lay’s Stax and Pringles What packaging benefits?

Celestial Seasonings Tea What packaging benefits?

[object Object],[object Object],[object Object],MANAGING THE MARKETING OF SERVICES ,[object Object]

McDonald’s Why is a logo an important aspect of branding?

[object Object],MANAGING THE MARKETING OF SERVICES ,[object Object],[object Object],[object Object]

United States Postal Service Why do service organizations advertise?

Concept Check 1. What is the difference between a line extension and a brand extension? ,[object Object]

Concept Check ,[object Object],2. Explain the role of packaging in terms of perception.

Concept Check 3. How do service businesses use off-peak pricing? ,[object Object]

FIGURE 11-A DVD player product life cycle

ASSESSING SERVICE QUALITY SUPPLEMENTAL LECTURE NOTE 11-2

FIGURE 11-B Dimensions of service quality

Customer contact audit for a car rental (green shaded boxes indicate customer activity)

MANAGING THE PRODUCT LIFE CYCLE

ACT II Butter Lover’s Microwave Popcorn

ACT II Microwave Popcorn (The Classics)

ACT II Microwave Popcorn (Special Features)

ACT II Microwave Popcorn (Other)

USING BRAINSTORMING AND TECHNIQUES FOR BREATHE RIGHT ® STRIPS

Breathe Right Strip CNS Breathe Right

Breathe Right Strip Instructions

Brand mgmt

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