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    12 12 Presentation Transcript

    • Marketing Management, 12/e A South Asian Perspective 12 Setting Product Strategy Kotler Koshy Keller Jha
    • Chapter Questions
      • What are the characteristics of products and how can they be classified?
      • How can companies differentiate products?
      • How can a company build and manage its product mix and product lines?
      • 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?
    • Product Anything that can be offered to a market to satisfy a want or need.
    • Figure 12.2 Five Product Levels
      • Core benefit
      • Basic product
      • Expected product
      • Augmented product
      • Potential product
    • Product Classification Schemes
      • Durability
      • Tangibility
      • Use
    • Durability and Tangibility
      • Nondurable goods
      • Durable goods
      • Services
    • Consumer Goods Classification
      • Convenience
      • Shopping
      • Specialty
      • Unsought
    • Industrial Goods Classification
      • Materials and parts
      • Capital items
      • Supplies/business services
    • Product Differentiation
      • Product form
      • Features
      • Performance
      • Conformance
      • Durability
      • Reliability
      • Reparability
      • Style
      • Design
      • Ordering ease
      • Delivery
      • Installation
      • Customer training
      • Customer consulting
      • Maintenance
    • The Product Hierarchy
      • Need family
      • Product family
      • Product class
      • Product line
      • Product type
      • Item
    • Product Systems and Mixes
      • Product system
      • Product mix
      • Product assortment
      • Depth
      • Length
      • Width
      • Consistency
    • Product Line Analysis
      • Core product
      • Staples
      • Specialties
      • Convenience items
    • Line Stretching
      • Down Market Stretch
      • Up-Market Stretch
      • Two-Way Stretch
    • Product-Mix Pricing
      • Product-line pricing
      • Optional-feature pricing
      • Captive-product pricing
      • Two-part pricing
      • By-product pricing
      • Product-bundling pricing
    • Packaging: The 5 th P All the activities of designing and producing the container for a product.
    • Packaging has been influenced by:
      • Self-service
      • Consumer affluence
      • Company and brand image
      • Innovation opportunity
    • Functions of Labels
      • Identifies
      • Grades
      • Describes
      • Promotes