Kotler. marketing management , edition 13, basic, chapter12

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Kotler. marketing management , edition 13, basic, chapter12

  1. 1. Setting Product Strategy Marketing Management, 13th ed 12
  2. 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. 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. 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. 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. 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Five Product Levels • Core benefit • Basic product • Expected product • Augmented product • Potential product
  7. 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product Classification Schemes • Durability • Tangibility • Use
  8. 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Durability and Tangibility • Nondurable goods • Durable goods • Services
  9. 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Consumer Goods Classification • Convenience • Shopping • Specialty • Unsought
  10. 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Industrial Goods Classification • Materials and parts • Capital items • Supplies/business services
  11. 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product Differentiation • Product form • Features • Customization • Performance • Conformance • Durability • Reliability • Repairability • Style
  12. 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. 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. 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. 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Product Line Analysis • Core product • Staples • Specialties • Convenience items
  16. 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Line Stretching • Down-market stretch • Up-market stretch • Two-way stretch
  17. 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. 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. 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. 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. 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Functions of Labels • Identifies • Grades • Describes • Promotes

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