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Chapter 7 first hall eln
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Chapter 7 first hall eln
- 1. Chapter 9 Product, Services, and Branding Strategies
- 7. Figure 9-1: Three Levels of Product
- 14. Shopping
- 16. Specialty
- 17. Performance 480 hp @ 6,000 rpm 0-60 mph: 3.7 sec. Top Track Speed: 193 mph MSRP $ 122,900.00 Porsche 911 Turbo Ed’s Car
- 23. Social marketing promotes ideas or causes for the purpose of improving an individual’s well-being or the well-being of society .
- 24. Social Marketing
- 25. Marketing a City
- 27. Design
- 28. Brands and Logos
- 29. Packaging
- 30. Labels
- 40. Proctor & Gamble
Hinweis der Redaktion
- Objective 1: Define product
- Click figure 9.1 – for the quick message
- Objective 1: Classification of products and services
- Source: “Pay now, die later: Consumers urged not to delay that final decision,” Marketing News ; Chicago; Oct 24, 1994; by Shermach , Kelly ; Volume: 28 Issue: 22 Start Page: 1
- Source: “Pay now, die later: Consumers urged not to delay that final decision,” Marketing News ; Chicago; Oct 24, 1994; by Shermach , Kelly ; Volume: 28 Issue: 22 Start Page: 1
- Objective 1: Classification of Products Industrial products also include business services, such as landscaping, technology, food services, or custodial.
- Objective 1 : Classification of Products and Services In addition to tangible products and services, in recent years marketers have broadened the concept of a product to include other market offerings—organizations, persons, places, and ideas. Organizations often carry out activities to "sell" the organization itself People can also be thought of as products Today's presidents market themselves Place marketing involves activities undertaken to create, maintain, or change attitudes or behavior toward particular places. Ideas can also be marketed
- Marketers make product and service decisions at three levels: Individual product decisions Product line decisions Product mix decisions
- Objective 2 : Company decisions regarding their individual products and services Product Quality is one of the marketer's major positioning tools Siemans defines quality this way: "Quality is when our customers come back and our products don't." Total quality management (TQM) is an approach in which all the company's people are involved in constantly improving the quality of products, services, and business processes See Active Figure 9.2
- Objective 3: Branding Strategy
- Objective 3: Branding Strategy Primary function of the package was to contain and protect the product If you can’t make the product better – improve the packaging Labeling The Federal Trade Commission Act of 1914 held that false, misleading, or deceptive labels or packages constitute unfair competition. Can’t promise everything
- For example, Nike produces several lines of athletic shoes BMW wants to move customers up from it's 3-series models to 5- and 7-series models
- Objective 4: 4 characteristics that affect the marketing of a service For example, the beauty line breaks down into makeup, skin care, bath and beauty, fragrance, and outdoor protection products Width: Procter & Gamble markets a fairly wide product mix consisting of 250 brands organized into many product lines.