• Like
Kotler. marketing management , edition 13, basic, chapter12
Upcoming SlideShare
Loading in...5
×

Kotler. marketing management , edition 13, basic, chapter12

  • 1,881 views
Uploaded on

 

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,881
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
222
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Setting Product Strategy Marketing Management, 13th ed 12
  • 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Questions • What are the characteristics of products and how do marketers classify products? • How can companies differentiate products? • How can a company build and manage its product mix and product lines?
  • 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Questions (cont.) • 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?
  • 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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.
  • 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Components of the Market Offering • Value based prices • Product features and quality • Services mix and quality
  • 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Five Product Levels • Core benefit • Basic product • Expected product • Augmented product • Potential product
  • 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product Classification Schemes • Durability • Tangibility • Use
  • 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Durability and Tangibility • Nondurable goods • Durable goods • Services
  • 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Consumer Goods Classification • Convenience • Shopping • Specialty • Unsought
  • 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Industrial Goods Classification • Materials and parts • Capital items • Supplies/business services
  • 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product Differentiation • Product form • Features • Customization • Performance • Conformance • Durability • Reliability • Repairability • Style
  • 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Service Differentiation • Ordering ease • Delivery • Installation • Customer training • Customer consulting • Maintenance and repair • Returns
  • 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall The Product Hierarchy Need family Product family Product class Product line Product type Item
  • 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product Systems and Mixes • Product system • Product mix • Product assortment • Depth • Length • Width • Consistency
  • 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product Line Analysis • Core product • Staples • Specialties • Convenience items
  • 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Line Stretching • Down-market stretch • Up-market stretch • Two-way stretch
  • 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product-Mix Pricing • Product-line pricing • Optional-feature pricing • Captive-product pricing • Two-part pricing • By-product pricing • Product-bundling pricing
  • 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall What is the Fifth P? Packaging, sometimes called the 5th P, is all the activities of designing and producing the container for a product.
  • 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Factors Contributing to the Emphasis on Packaging • Self-service • Consumer affluence • Company/brand image • Innovation opportunity
  • 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Packaging Objectives • Identify the brand • Convey descriptive and persuasive information • Facilitate product transportation and protection • Assist at-home storage • Aid product consumption
  • 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Functions of Labels • Identifies • Grades • Describes • Promotes