Suche senden
Hochladen
Ch 12 setting product strategy14e
•
0 gefällt mir
•
279 views
Nazmul Hasan Mahmud
Folgen
EMB 520: Ch 12 setting product strategy 14e
Weniger lesen
Mehr lesen
Bildung
Melden
Teilen
Melden
Teilen
1 von 7
Empfohlen
Differentiation strategy
Differentiation strategy
Prof.(Dr.) Nitin Zaware
C kotler ch 11 15
C kotler ch 11 15
Akash Maurya
Cost leadership strategy
Cost leadership strategy
Prof.(Dr.) Nitin Zaware
Poter's generic strategy model
Poter's generic strategy model
Bharti Bhutani
Competitive business strategy porter
Competitive business strategy porter
williamwachira
Cost Leadership and Economic Uncertainty
Cost Leadership and Economic Uncertainty
Petra Smith
Cost leadership
Cost leadership
Petra Smith
Differentiation strategy
Differentiation strategy
Mohamed Faiz
Empfohlen
Differentiation strategy
Differentiation strategy
Prof.(Dr.) Nitin Zaware
C kotler ch 11 15
C kotler ch 11 15
Akash Maurya
Cost leadership strategy
Cost leadership strategy
Prof.(Dr.) Nitin Zaware
Poter's generic strategy model
Poter's generic strategy model
Bharti Bhutani
Competitive business strategy porter
Competitive business strategy porter
williamwachira
Cost Leadership and Economic Uncertainty
Cost Leadership and Economic Uncertainty
Petra Smith
Cost leadership
Cost leadership
Petra Smith
Differentiation strategy
Differentiation strategy
Mohamed Faiz
Porter Competitive Advantage Strategy
Porter Competitive Advantage Strategy
Wisnu Dewobroto
Competetive strategies
Competetive strategies
Jyoti Kathwariya
Porter’s generic competitive strategies
Porter’s generic competitive strategies
Chetna Setia
Porters generic strategies
Porters generic strategies
Emma Olohan, PRII
Five generic competitive strategies
Five generic competitive strategies
yutkey
48768268 porter-s-generic-strategies
48768268 porter-s-generic-strategies
shrund
Porters generic-strategies-and-more
Porters generic-strategies-and-more
shrund
Kotlermm13emedia12 131030041420-phpapp02
Kotlermm13emedia12 131030041420-phpapp02
Fussa Dhaza
Barney smca4 05
Barney smca4 05
Anshul Chaudhary
Generic final 1
Generic final 1
Sneha Godse
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
Perkha Khan
Focused differentiation strategy - strategic management - Manu Melwin Joy
Focused differentiation strategy - strategic management - Manu Melwin Joy
manumelwin
Strategic management unit-II
Strategic management unit-II
karventhanps
GENERIC COMPETITIVE STRATEGIES
GENERIC COMPETITIVE STRATEGIES
Navya Jayakumar
Porter's generic strategies
Porter's generic strategies
Rajanala Jahnavi
Chp 10 principle of marketing
Chp 10 principle of marketing
Mohammed Razib
Beyond competitive strategy
Beyond competitive strategy
Anshul Gupta
Chap005 five genric strategies
Chap005 five genric strategies
Ajit Kumar
Ppt competitive advantage
Ppt competitive advantage
zhouguoqing
Servizio Civile, Universale ed Europeo
Servizio Civile, Universale ed Europeo
Amesci
Certificate
Certificate
Morris Hume
Spa ascia first-aid_for_anaphylaxis
Spa ascia first-aid_for_anaphylaxis
Noelis Ivón Hernández
Weitere ähnliche Inhalte
Was ist angesagt?
Porter Competitive Advantage Strategy
Porter Competitive Advantage Strategy
Wisnu Dewobroto
Competetive strategies
Competetive strategies
Jyoti Kathwariya
Porter’s generic competitive strategies
Porter’s generic competitive strategies
Chetna Setia
Porters generic strategies
Porters generic strategies
Emma Olohan, PRII
Five generic competitive strategies
Five generic competitive strategies
yutkey
48768268 porter-s-generic-strategies
48768268 porter-s-generic-strategies
shrund
Porters generic-strategies-and-more
Porters generic-strategies-and-more
shrund
Kotlermm13emedia12 131030041420-phpapp02
Kotlermm13emedia12 131030041420-phpapp02
Fussa Dhaza
Barney smca4 05
Barney smca4 05
Anshul Chaudhary
Generic final 1
Generic final 1
Sneha Godse
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
Perkha Khan
Focused differentiation strategy - strategic management - Manu Melwin Joy
Focused differentiation strategy - strategic management - Manu Melwin Joy
manumelwin
Strategic management unit-II
Strategic management unit-II
karventhanps
GENERIC COMPETITIVE STRATEGIES
GENERIC COMPETITIVE STRATEGIES
Navya Jayakumar
Porter's generic strategies
Porter's generic strategies
Rajanala Jahnavi
Chp 10 principle of marketing
Chp 10 principle of marketing
Mohammed Razib
Beyond competitive strategy
Beyond competitive strategy
Anshul Gupta
Chap005 five genric strategies
Chap005 five genric strategies
Ajit Kumar
Ppt competitive advantage
Ppt competitive advantage
zhouguoqing
Was ist angesagt?
(19)
Porter Competitive Advantage Strategy
Porter Competitive Advantage Strategy
Competetive strategies
Competetive strategies
Porter’s generic competitive strategies
Porter’s generic competitive strategies
Porters generic strategies
Porters generic strategies
Five generic competitive strategies
Five generic competitive strategies
48768268 porter-s-generic-strategies
48768268 porter-s-generic-strategies
Porters generic-strategies-and-more
Porters generic-strategies-and-more
Kotlermm13emedia12 131030041420-phpapp02
Kotlermm13emedia12 131030041420-phpapp02
Barney smca4 05
Barney smca4 05
Generic final 1
Generic final 1
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
Focused differentiation strategy - strategic management - Manu Melwin Joy
Focused differentiation strategy - strategic management - Manu Melwin Joy
Strategic management unit-II
Strategic management unit-II
GENERIC COMPETITIVE STRATEGIES
GENERIC COMPETITIVE STRATEGIES
Porter's generic strategies
Porter's generic strategies
Chp 10 principle of marketing
Chp 10 principle of marketing
Beyond competitive strategy
Beyond competitive strategy
Chap005 five genric strategies
Chap005 five genric strategies
Ppt competitive advantage
Ppt competitive advantage
Andere mochten auch
Servizio Civile, Universale ed Europeo
Servizio Civile, Universale ed Europeo
Amesci
Certificate
Certificate
Morris Hume
Spa ascia first-aid_for_anaphylaxis
Spa ascia first-aid_for_anaphylaxis
Noelis Ivón Hernández
Caso tratados
Caso tratados
Tatiana Cabrejo
Citations UCEM (Texte 30.VI.1.1)
Citations UCEM (Texte 30.VI.1.1)
Pierrot Caron
Divorcio sus consecuencias para los hijos
Divorcio sus consecuencias para los hijos
Esperanza Rodriguez Saavedra
final powerpoint
final powerpoint
adelfiacco1
Food chain power point
Food chain power point
Todoesinteresante Aqui
Competitive dynamics 2
Competitive dynamics 2
dipanshusehjal
GESTION DE LA INTEGRACION DEL PROYECTO
GESTION DE LA INTEGRACION DEL PROYECTO
Edgar Quispe
Elementos de la Gestión de Proyectos UDES
Elementos de la Gestión de Proyectos UDES
Gerardo Guío
Ppt 01 introduction to international business
Ppt 01 introduction to international business
Padmini Agrawal
Sample slides 2
Sample slides 2
Computing Cage
Andere mochten auch
(13)
Servizio Civile, Universale ed Europeo
Servizio Civile, Universale ed Europeo
Certificate
Certificate
Spa ascia first-aid_for_anaphylaxis
Spa ascia first-aid_for_anaphylaxis
Caso tratados
Caso tratados
Citations UCEM (Texte 30.VI.1.1)
Citations UCEM (Texte 30.VI.1.1)
Divorcio sus consecuencias para los hijos
Divorcio sus consecuencias para los hijos
final powerpoint
final powerpoint
Food chain power point
Food chain power point
Competitive dynamics 2
Competitive dynamics 2
GESTION DE LA INTEGRACION DEL PROYECTO
GESTION DE LA INTEGRACION DEL PROYECTO
Elementos de la Gestión de Proyectos UDES
Elementos de la Gestión de Proyectos UDES
Ppt 01 introduction to international business
Ppt 01 introduction to international business
Sample slides 2
Sample slides 2
Ähnlich wie Ch 12 setting product strategy14e
Product strategy & classification
Product strategy & classification
Nim Ish Goyal
Ch 11 competitive dynamics14e
Ch 11 competitive dynamics14e
Nazmul Hasan Mahmud
Mma6e chapter-12 final
Mma6e chapter-12 final
Nurhasleea Ramli
setting product strategy
setting product strategy
MrAhmadBilalArif
Introduction to Marketing ppt2.pdf
Introduction to Marketing ppt2.pdf
SRISTEEROCHAK
Profitable Products Sell Value: Why Value-Based Pricing Wins
Profitable Products Sell Value: Why Value-Based Pricing Wins
CompellingPM
Product strategy
Product strategy
Mvs Krishna
Kotler_MM_12_ippt.ppt
Kotler_MM_12_ippt.ppt
ShershahAdnan
Brand Management Lesson Planned 1 - 4.ppt
Brand Management Lesson Planned 1 - 4.ppt
Talha Khan
Steven Wardell, Presentation to MIT Enterprise Forum, Go To Market Strategy 2...
Steven Wardell, Presentation to MIT Enterprise Forum, Go To Market Strategy 2...
Steven Wardell
Kotler Keller Branding Slides
Kotler Keller Branding Slides
Moises Cielak
Ch 15 designing and managing integrated marketing channels14e
Ch 15 designing and managing integrated marketing channels14e
Nazmul Hasan Mahmud
Marketing Mix
Marketing Mix
Keshav Bhatia
DOC-20230921-WA0016..pptx
DOC-20230921-WA0016..pptx
khushi821881
Going From Messaging Nightmare to Messaging Delight: How to Create a Powerful...
Going From Messaging Nightmare to Messaging Delight: How to Create a Powerful...
CompellingPM
S4 - Product innovation and development strategies.pdf
S4 - Product innovation and development strategies.pdf
JMHemachandra
1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
novabroom
Product and brand management – its interdependence Rahul Mishra HPGD/JL15/3197
Product and brand management – its interdependence Rahul Mishra HPGD/JL15/3197
Rahul Mishra
Part 5Marketing Developing Relationships© 2015 McGraw-Hil.docx
Part 5Marketing Developing Relationships© 2015 McGraw-Hil.docx
herbertwilson5999
Product And Brand Management
Product And Brand Management
garunkumarg
Ähnlich wie Ch 12 setting product strategy14e
(20)
Product strategy & classification
Product strategy & classification
Ch 11 competitive dynamics14e
Ch 11 competitive dynamics14e
Mma6e chapter-12 final
Mma6e chapter-12 final
setting product strategy
setting product strategy
Introduction to Marketing ppt2.pdf
Introduction to Marketing ppt2.pdf
Profitable Products Sell Value: Why Value-Based Pricing Wins
Profitable Products Sell Value: Why Value-Based Pricing Wins
Product strategy
Product strategy
Kotler_MM_12_ippt.ppt
Kotler_MM_12_ippt.ppt
Brand Management Lesson Planned 1 - 4.ppt
Brand Management Lesson Planned 1 - 4.ppt
Steven Wardell, Presentation to MIT Enterprise Forum, Go To Market Strategy 2...
Steven Wardell, Presentation to MIT Enterprise Forum, Go To Market Strategy 2...
Kotler Keller Branding Slides
Kotler Keller Branding Slides
Ch 15 designing and managing integrated marketing channels14e
Ch 15 designing and managing integrated marketing channels14e
Marketing Mix
Marketing Mix
DOC-20230921-WA0016..pptx
DOC-20230921-WA0016..pptx
Going From Messaging Nightmare to Messaging Delight: How to Create a Powerful...
Going From Messaging Nightmare to Messaging Delight: How to Create a Powerful...
S4 - Product innovation and development strategies.pdf
S4 - Product innovation and development strategies.pdf
1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
Product and brand management – its interdependence Rahul Mishra HPGD/JL15/3197
Product and brand management – its interdependence Rahul Mishra HPGD/JL15/3197
Part 5Marketing Developing Relationships© 2015 McGraw-Hil.docx
Part 5Marketing Developing Relationships© 2015 McGraw-Hil.docx
Product And Brand Management
Product And Brand Management
Mehr von Nazmul Hasan Mahmud
Netexplo-Academy-Digital-Traveler (1)
Netexplo-Academy-Digital-Traveler (1)
Nazmul Hasan Mahmud
Netexplo-Academy-Digital-Traveler
Netexplo-Academy-Digital-Traveler
Nazmul Hasan Mahmud
Netexplo-Academy-Diplome
Netexplo-Academy-Diplome
Nazmul Hasan Mahmud
Bangladesh and beyond by Nazmul Hasan Mahmud
Bangladesh and beyond by Nazmul Hasan Mahmud
Nazmul Hasan Mahmud
Direct to consumer pharmaceutical advertising
Direct to consumer pharmaceutical advertising
Nazmul Hasan Mahmud
Ch 17 designing and integrating marketing communications14e
Ch 17 designing and integrating marketing communications14e
Nazmul Hasan Mahmud
Ch 14 pricing strategies and programs 14e
Ch 14 pricing strategies and programs 14e
Nazmul Hasan Mahmud
Ch 10 crafting the brand positioning14e
Ch 10 crafting the brand positioning14e
Nazmul Hasan Mahmud
Ch 9 creating brand equity14e
Ch 9 creating brand equity14e
Nazmul Hasan Mahmud
Ch 08 identifying market segments and targets
Ch 08 identifying market segments and targets
Nazmul Hasan Mahmud
Ch 02 developing marketing strategies and plans 14e
Ch 02 developing marketing strategies and plans 14e
Nazmul Hasan Mahmud
Ch 01-creating-and-capturing-customer-value
Ch 01-creating-and-capturing-customer-value
Nazmul Hasan Mahmud
Impact of gatt (wto) in india & opportunity for bangladesh
Impact of gatt (wto) in india & opportunity for bangladesh
Nazmul Hasan Mahmud
NSU EMB 501 Accounting Ch22
NSU EMB 501 Accounting Ch22
Nazmul Hasan Mahmud
NSU EMB 501 Accounting Ch17
NSU EMB 501 Accounting Ch17
Nazmul Hasan Mahmud
NSU EMB 501 Accounting Ch05
NSU EMB 501 Accounting Ch05
Nazmul Hasan Mahmud
NSU EMB 501 Accounting Ch04
NSU EMB 501 Accounting Ch04
Nazmul Hasan Mahmud
NSU EMB 501 Accounting Ch03
NSU EMB 501 Accounting Ch03
Nazmul Hasan Mahmud
NSU EMB 501 Accounting Ch02
NSU EMB 501 Accounting Ch02
Nazmul Hasan Mahmud
NSU EMB 501 Accounting Ch01
NSU EMB 501 Accounting Ch01
Nazmul Hasan Mahmud
Mehr von Nazmul Hasan Mahmud
(20)
Netexplo-Academy-Digital-Traveler (1)
Netexplo-Academy-Digital-Traveler (1)
Netexplo-Academy-Digital-Traveler
Netexplo-Academy-Digital-Traveler
Netexplo-Academy-Diplome
Netexplo-Academy-Diplome
Bangladesh and beyond by Nazmul Hasan Mahmud
Bangladesh and beyond by Nazmul Hasan Mahmud
Direct to consumer pharmaceutical advertising
Direct to consumer pharmaceutical advertising
Ch 17 designing and integrating marketing communications14e
Ch 17 designing and integrating marketing communications14e
Ch 14 pricing strategies and programs 14e
Ch 14 pricing strategies and programs 14e
Ch 10 crafting the brand positioning14e
Ch 10 crafting the brand positioning14e
Ch 9 creating brand equity14e
Ch 9 creating brand equity14e
Ch 08 identifying market segments and targets
Ch 08 identifying market segments and targets
Ch 02 developing marketing strategies and plans 14e
Ch 02 developing marketing strategies and plans 14e
Ch 01-creating-and-capturing-customer-value
Ch 01-creating-and-capturing-customer-value
Impact of gatt (wto) in india & opportunity for bangladesh
Impact of gatt (wto) in india & opportunity for bangladesh
NSU EMB 501 Accounting Ch22
NSU EMB 501 Accounting Ch22
NSU EMB 501 Accounting Ch17
NSU EMB 501 Accounting Ch17
NSU EMB 501 Accounting Ch05
NSU EMB 501 Accounting Ch05
NSU EMB 501 Accounting Ch04
NSU EMB 501 Accounting Ch04
NSU EMB 501 Accounting Ch03
NSU EMB 501 Accounting Ch03
NSU EMB 501 Accounting Ch02
NSU EMB 501 Accounting Ch02
NSU EMB 501 Accounting Ch01
NSU EMB 501 Accounting Ch01
Kürzlich hochgeladen
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
Jemuel Francisco
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
DhatriParmar
prashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Profession
Sri Sairam College Of Engineering Bengaluru
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdf
Patidar M
How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17
Celine George
How to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 Database
Celine George
CHEST Proprioceptive neuromuscular facilitation.pptx
CHEST Proprioceptive neuromuscular facilitation.pptx
AneriPatwari
4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx
mary850239
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx
mary850239
Congestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentation
deepaannamalai16
Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdf
Prerana Jadhav
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
DhatriParmar
Scientific Writing :Research Discourse
Scientific Writing :Research Discourse
Anita GoswamiGiri
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdf
Vanessa Camilleri
Transaction Management in Database Management System
Transaction Management in Database Management System
Christalin Nelson
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITW
Quiz Club NITW
ClimART Action | eTwinning Project
ClimART Action | eTwinning Project
jordimapav
Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
National Information Standards Organization (NISO)
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Quiz Club NITW
Oppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and Film
Stan Meyer
Kürzlich hochgeladen
(20)
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
Grade 9 Quarter 4 Dll Grade 9 Quarter 4 DLL.pdf
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
prashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Profession
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdf
How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17
How to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 Database
CHEST Proprioceptive neuromuscular facilitation.pptx
CHEST Proprioceptive neuromuscular facilitation.pptx
4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx
Congestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentation
Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdf
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Scientific Writing :Research Discourse
Scientific Writing :Research Discourse
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdf
Transaction Management in Database Management System
Transaction Management in Database Management System
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITW
ClimART Action | eTwinning Project
ClimART Action | eTwinning Project
Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Oppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and Film
Ch 12 setting product strategy14e
1.
1 12Setting Product
Strategy 1 7-2What is a Product? •A product is anything that can be offered to a market to satisfy a want or need −More than just tangible objects −A key element in the overall market offering −Examples include physical goods, services, experiences, events, persons, places, properties, organizations, information, ideas, etc. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall12-2 7-3 What is a Service? •A service is an activity, benefit, or satisfaction offered for sale that is intangible and does not result in the ownership of anything −A form of product −Examples include banking, hotel, airline travel, etc. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall12-3 7-4 Figure 12.1 Components of the Market Offering Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall12-4 7-5 •An experience is what buying the product or service will do for the customer −As products and services have become more commoditized, marketers are creating CV through creating and managing customer experiences with their brands or company −Starbucks does not sell just coffee, it sells “The Starbucks Experience” −A place for conversation and a sense of community What is Experience? Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall12-5 7-6KrispyKremeA Krispy Kreme isn’t just a doughnut, but a truly sweet experience.
2.
2 7-7 •Products
are tangible, services intangible and, experiences memorable •Products and services are external but experiences are personal that take place in the minds of individual consumers Product, Service and Experience Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-7 7-8 Five Levels of Product Each level adds more CV and the 5 constitute a CV hierarchy 7-9Product Classifications Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-9 •Marketers classify products on the basis of durability, tangibility and use −Each type has an appropriate marketing-mix strategy •On the basis of use, marketers classify products into two categories: −Consumer Goods −Industrial Goods 7-10Homogeneous Shopping ProductsHomogeneous ProductsHeterogeneous Shopping ProductsHeterogeneous ProductsShopping Products Homogeneous Heterogeneous Shopping ProductsSpecialty Convenience ProductsImpulseImpulse Emergency Staples StaplesConvenience ProductsConvenience ProductsSpecialty Products New UnsoughtRegular Unsought Unsought Products Consumer Goods Classification 7-11 Industrial Goods Classification Supplies and Services Operating supplies, repair, and maintenance items Materials and Parts Raw materials, manufactured materials, and parts partsCapital ItemsProducts that aid inbuyer’s production or operationsCapital operationsCopyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-11 7-12 Product and Services Differentiation •To be branded, products must be differentiated −Little differentiation vs. high differentiation −Example: Chicken Vs Automobile Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-12
3.
3 7-13 Product
Differentiation •Product form •Features •Customization •Performance •Conformance •Durability •Reliability •Repairability •Style Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-13 7-14 Service Differentiation •Ordering ease •Delivery •Installation •Customer training •Customer consulting •Maintenance and repair •Returns Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-14 7-15 Design •Design is the totality of features that affect how a product looks, feels, and functions to a consumer. −A way to differentiate and position a company’s offerings −It offers functional and aesthetic benefits and appeals to both our rational and emotional sides. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-15 7-16 Product Line Length Product Line Analysis Product and Brand RelationshipsProduct-MixPricingProduct-MixPricing Co-Branding & Ingredient Branding Product Systems and Mixes MixesThe Product HierarchyThe HierarchyCopyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-16 7-17 The Product Hierarchy Need family Product familyProduct classProduct line Product type Item The core need that underlies the existence of a product family All the product classes that can satisfy a core need Group of products within the product family recognized as having a certain functional coherence Group of products within a product class closely related Group of items within a product line A distinct unit within a brand or product line Security Savings & income Financial instrumentsLife insurance Term life insurance Term life insurance with premium price Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-17NOT FOR EXAMINATIONNOT EXAMINATION 7-18 Product Systems and Mixes •Product systemis a group of diverse but related items that function in a compatible manner •Product mixis a set of all products and items a seller offers for sale •Widthof a product mix refers to how many different product lines a company carries •Lengthof a product mix refers to the total number of items in the mix •Depthof a product mix refers to how many variants are offered of each product in the line •Consistencyof the product mix refers to how closely related various product lines are related in some way Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-18
4.
4 7-19 •Product
line is a group of products within a product class that are closely related because they −function in a similar way −are sold to the same customer groups through the same channels, or −fall within given price ranges Product Line Analysis •Product-line managers need to know the salesandprofits of each item in their line to determine which items to build, maintain, harvest, or divest •Also understand each product line’s market profile (how the line is positioned against competitors’ lines) Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-19 7-20Fig:12.3-Product-Item Contributions to a Product Line’s Total Sales and ProfitsCopyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-20 7-21 Figure 12.4 Product Map for a Paperboard-Product LineCopyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-21 7-22 •Product-line length is the number of items in the product line •Product line length is influenced by: −Company objectives (like up-selling, cross- selling or protecting against economic ups and downs) −Excess manufacturing capacity −Pressures from sales force/distributors for a complete product-line Product Line Length Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-22 7-23 •It occurs when a company lengthens its product line beyond its current range Line Stretching DownMarket Stretch Down-Market StretchUp-Market StretchTwo-Way Stretch Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-23 7-24Example: Two-Way StretchMarriott added the Renaissance Hotels line to serve the upper end of the market and the TownePlace Suites line to serve the moderate and lower ends. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-24
5.
5 7-25 •Adding
more items within the present range of the line •The objectives are: −Reaching for incremental profits −Satisfying dealers −Using excess capacity −Plugging holes to fend off competitors Line Filling Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-25 7-26Example: Line Filling Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-26 7-27 •Line modernization encourages customer to migrate to higher-valued, higher-priced items •Featuring can boost demand •Reviewing the line for deadwood that depresses profits Line Modernization, Featuring, and PruningCopyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-27 7-28 Example: Line Extension Video of Marriott Click the picture above to play video As Marriott’s product extension grew in popularity, it extended the product further. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-28 7-29 Product-Mix Pricing •In product-mix pricing, the firm searches for a set of prices that maximizes profits on the total mix −Product-mix pricing is difficult Because the various products have demand and cost interrelationships and are subject to different degrees of competition Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-29 7-30 Product-Mix Pricing •Product-line (various price levels based on differences in cost, customer evaluation, competitors’ prices) •Optional-feature (pricing optional products, features, and services (problem): sunroof, theft protection) •Captive-product (require the use of ancillary products (high price & counterfeiting): razor blades, films) •Two-part (fixed fee plus variable usage fee: telephone service) •By-product (production of certain goods often results in by-products (keeping low price): meat and fat in sausage) •Product-bundling (offer products only in a bundle (pure and mixed bundling): tour packages) Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-30
6.
6 7-31 Example:
Product Line PricingCopyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-31 7-32 Example: Two-Part PricingCopyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-32 7-33 Co-branding •Co-brandingis combining a company’s products with the products from other companies in various ways •Known as dual branding or brand bundling −Same-company co-branding oGeneral Mills advertises Trixcereal and Yoplait yogurt −Joint-venture co-branding(Suzuki-Maruti) −Multiple-sponsor co-branding oTaligent-a technological alliance of Apple, IBM, and Motorola −Retail co-branding o2 retailers use the same location to optimize space/profits Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-33 7-34 Ingredient Branding •Ingredient brandingis creating brand equity for materials, components, or parts that are necessarily contained within other branded products −A special case of co-branding Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-34 7-35 What is the Fifth P? Packaging, sometimes called the 5thP, is all the activities of designing and producing the container for a product. •Developing a good package involves: −Packaging concept −Package elements −Product safety −Environmental concerns Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-35 7-36Innovative Packaging Dutch Boy recently came up with a long overdue innovation—paint in plastic containers with twist-off caps. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-36
7.
7 7-37 Factors
Contributing to the Emphasis on Packaging •Self-service •Consumer affluence •Company/brand image •Innovation opportunity Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-37 7-38 Packaging Objectives •Identify the brand •Convey descriptive and persuasive information •Facilitate product transportation and protection •Assist at-home storage •Aid product consumption Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-38 7-39 •After packaging is designed, it is tested −Engineering test-ensures that the package stands up under normal conditions −Visual test-ensures that the script is legible and the color is harmonious −Dealer test-ensures that dealers find package attractive and easy to handle −Consumer test-ensures favorable consumer response Packaging Tests Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-39 7-40Labels Identifies GradesDescribesPromotes Printed information appearing on or with the package. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-40 7-41Innovative LabelingInnovative labeling can help promote a product. Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-41 NOT FOR EXAMINATIONNOT EXAMINATION 7-42Warranties and Guarantees •Warranties are a formal statement of expected product performance by the manufacturer, while guarantees are informal statement −Warranties are Legally enforceable Copyright © 2013Pearson Education, Inc. Publishing as Prentice Hall 12-42