Ch12 Setting Product Strategy Villapando

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Ch12 Setting Product Strategy Villapando

  1. 1. TOP 10 Learning Questions for<br />Setting Product Strategy - Ch 12 <br />Kristian N. Villapando<br />December 2010<br />www.kungfukristianvillapando.blogspot.com<br />
  2. 2. 1. ________ refers to goods the consumer does not know about or does not normally think of buying.<br />Unsought Goods<br />Unnoticed Goods<br />Unobserved Goods<br />Unseen Goods<br />Concealed Goods<br />www.kungfukristianvillapando.blogspot.com<br />
  3. 3. Consumer Goods Classification<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Convenience
  4. 4. Shopping
  5. 5. Specialty
  6. 6. Unsought</li></li></ul><li>Consumer Goods Classification<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Convenience
  7. 7. Shopping
  8. 8. Specialty
  9. 9. Unsought goods are those the consumer does not know about or does not normally think of buying and require advertising and personal-selling support. Example: funeral plans</li></li></ul><li>1. ________ refers to goods the consumer does not know about or does not normally think of buying.<br />Unsought Goods<br />Unnoticed Goods<br />Unobserved Goods<br />Unseen Goods<br />Concealed Goods<br />www.kungfukristianvillapando.blogspot.com<br />
  10. 10. 2. Downy Airy Fresh, Floral, Rich & Creamy and Scent Free refers to Procter & Gamble’s product mix _________.<br />Width<br />Length<br />Depth<br />Consistency<br />Type<br />www.kungfukristianvillapando.blogspot.com<br />
  11. 11. Product Systems and Mixes<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Depth
  12. 12. Length
  13. 13. Width
  14. 14. Consistency</li></li></ul><li>Product Systems and Mixes<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Depth of a product mix refers to how many variants are offered of each product in the line. Downy is offered in Airy Fresh, Floral, Rich & Creamy, Scent Free, etc.
  15. 15. Length
  16. 16. Width
  17. 17. Consistency</li></ul>http://www.downy.com/en-US/scents.jspx<br />
  18. 18. 2. Downy Airy Fresh, Floral, Rich & Creamy and Scent Free refers to Procter & Gamble’s product mix _________.<br />Width<br />Length<br />Depth<br />Consistency<br />Type<br />www.kungfukristianvillapando.blogspot.com<br />
  19. 19. 3. Which of the following is false?<br />Performance is a product differentiator<br />Durability is a product differentiator<br />Style is a product differentiator<br />Delivery is a product differentiator<br />None of the above<br />www.kungfukristianvillapando.blogspot.com<br />
  20. 20. Product Differentiation<br /><ul><li>Product Form
  21. 21. Features
  22. 22. Customization
  23. 23. Performance
  24. 24. Conformance
  25. 25. Durability
  26. 26. Reliability
  27. 27. Style</li></ul>www.kungfukristianvillapando.blogspot.com<br />
  28. 28. Service Differentiation: when the physical product cannot easily be differentiated, the key may lie in adding valued services<br /><ul><li>Ordering ease
  29. 29. Delivery
  30. 30. Installation
  31. 31. Customer training
  32. 32. Customer consulting
  33. 33. Maintenance & repair
  34. 34. Returns</li></ul>www.kungfukristianvillapando.blogspot.com<br />
  35. 35. 3. Which of the following is false?<br />Performance is a product differentiator<br />Durability is a product differentiator<br />Style is a product differentiator<br />Delivery is a product differentiator<br />None of the above<br />www.kungfukristianvillapando.blogspot.com<br />
  36. 36. 4. Which of the following is true?<br />The basic product is the fundamental level where customer value starts to develop.<br />Competition takes place at the expected product level for all markets/countries.<br />Potential product encompasses possible augmentations and transformations a product might undergo.<br />The basic product consists of a set of expected attributes and conditions buyers purchase.<br />All of the above<br />www.kungfukristianvillapando.blogspot.com<br />
  37. 37. Five Product Levels<br />www.kungfukristianvillapando.blogspot.com<br />
  38. 38. Five Product Levels<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Core benefit: fundamental level; service or benefit the customer is really buying
  39. 39. Basic product: level where the service or benefit is turned into a product
  40. 40. Expected product: level where basic product meets buyer attributes/conditions expectations (where competition takes place in developing and emerging markets)
  41. 41. Augmented product: level where product exceeds customer expectations (where competition takes place in developed countries)
  42. 42. Potential product: possible augmentations and transformations in the future</li></li></ul><li>4. Which of the following is true?<br />The basic product is the fundamental level where customer value starts to develop.<br />Competition takes place at the expected product level for all markets/countries.<br />Potential product encompasses possible augmentations and transformations a product might undergo.<br />The basic product consists of a set of expected attributes and conditions buyers purchase.<br />All of the above<br />www.kungfukristianvillapando.blogspot.com<br />
  43. 43. 5. Globe offers the iPhone 4 (16GB) unit for free at plan PHP 3,799 for a lock-in period of 24 months. This is what type of Product-Mix Pricing?<br />Two-part pricing<br />Product-bundling pricing<br />Optional-feature pricing<br />Product-line pricing<br />Captive-product pricing<br />www.kungfukristianvillapando.blogspot.com<br />
  44. 44. Product-Mix Pricing<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Product-line pricing
  45. 45. Optional-feature pricing
  46. 46. Captive-product pricing
  47. 47. Two-part pricing
  48. 48. By-product pricing
  49. 49. Product-bundling pricing</li></li></ul><li>Product-Mix Pricing<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Product-line pricing
  50. 50. Optional-feature pricing
  51. 51. Captive-product pricing: some products require the use of ancillary products; the iPhone 4 in this example is an ancillary product.
  52. 52. Two-part pricing
  53. 53. By-product pricing
  54. 54. Product-bundling pricing</li></li></ul><li>5. Globe offers the iPhone 4 (16GB) unit for free at plan PHP 3,799 for a lock-in period of 24 months. This is what type of Product-Mix Pricing?<br />Two-part pricing<br />Product-bundling pricing<br />Optional-feature pricing<br />Product-line pricing<br />Captive-product pricing<br />www.kungfukristianvillapando.blogspot.com<br />
  55. 55. 6. San Miguel Corporation’s product portfolio of beverages, food, packaging, agri & feeds and properties is an example of product-mix ________?<br />Consistency<br />Variation<br />Width<br />Size<br />Length<br />www.kungfukristianvillapando.blogspot.com<br />
  56. 56. Product Mix<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Width, refers to how many different product lines the company carries
  57. 57. Length, refers to the total number of items in the product mix
  58. 58. Depth, refers to how many variants are offered for each product in the line
  59. 59. Consistency, refers to how closely related the various product lines are in end use</li></li></ul><li>6. San Miguel Corporation’s product portfolio of beverages, food, packaging, agri & feeds and properties is an example of product-mix ________?<br />Consistency<br />Variation<br />Width<br />Size<br />Length<br />www.kungfukristianvillapando.blogspot.com<br />
  60. 60. 7. Papers used in producing books is under what type of Industrial Goods Classification?<br />Capital items<br />Supplies & business services<br />Materials and parts<br />Specialty goods<br />Durable goods<br />www.kungfukristianvillapando.blogspot.com<br />
  61. 61. Industrial Goods Classification<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Materials & parts
  62. 62. Capital items
  63. 63. Supplies & business services</li></li></ul><li>Industrial Goods Classification<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Materials & parts, goods that enter the manufacturer’s product completely
  64. 64. Raw materials
  65. 65. Farm products
  66. 66. Natural products: lumber, iron ore
  67. 67. Manufactured materials
  68. 68. Component materials: iron, yarn, cement
  69. 69. Component parts: tires</li></li></ul><li>Industrial Goods Classification<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Capital items, long-lasting goods that facilitate developing or managing the finished product
  70. 70. Installations: factories, offices
  71. 71. Equipment: hand tools, personal computers
  72. 72. Supplies & business services, short-term goods and services that facilitate developing or managing the finished product
  73. 73. Maintenance & repair items: paint, broom
  74. 74. Operating supplies: pencils, papers
  75. 75. Maintenance & repair services: cleaning, door repairs
  76. 76. Business advisory services: legal, consulting</li></li></ul><li>7. Papers used in producing books is under what type of Industrial Goods Classification?<br />Capital items<br />Supplies & business services<br />Materials and parts<br />Specialty goods<br />Durable goods<br />www.kungfukristianvillapando.blogspot.com<br />
  77. 77. 8. The following statements are true, except _____.<br />Product map shows which competitors’ items are competing against yours.<br />Product map helps determine possible locations for new items.<br />Product map helps identify market segments.<br />Product map helps in product-line analysis.<br />Helps decide on key areas: product-line length and width.<br />www.kungfukristianvillapando.blogspot.com<br />
  78. 78. Product-Line Analysis<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>The product map shows which competitors’ items you are competing with, reveals possible locations for new items, identifies market segments and provides information for two key decision areas – product-line length & product-mix pricing.</li></li></ul><li>8. The following statements are true, except _____.<br />Product map shows which competitors’ items are competing against yours.<br />Product map helps determine possible locations for new items.<br />Product map helps identify market segments.<br />Product map helps in product-line analysis.<br />Helps decide on key areas: product-line length and width.<br />www.kungfukristianvillapando.blogspot.com<br />
  79. 79. 9. Occurs when a company goes beyond its current product-line range.<br />Product-line expansion<br />Product-line extension<br />Line Stretching<br />Product Specialization<br />None of the above<br />www.kungfukristianvillapando.blogspot.com<br />
  80. 80. Line Stretching<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>A company’s product line covers a certain range, for companies to penetrate markets beyond its current range they can stretch their line down-market, up-market or both ways.</li></li></ul><li>9. Occurs when a company goes beyond its current product-line range.<br />Product-line expansion<br />Product-line extension<br />Line Stretching<br />Product Specialization<br />None of the above<br />www.kungfukristianvillapando.blogspot.com<br />
  81. 81. 10. The following factors contribute to the emphasis on packaging, except_______.<br />Durability<br />Self-service<br />Consumer affluence<br />Company and brand image<br />Innovation opportunity<br />www.kungfukristianvillapando.blogspot.com<br />
  82. 82. Packaging as a Marketing Tool<br />www.kungfukristianvillapando.blogspot.com<br /><ul><li>Self-service: favorable overall impression
  83. 83. Consumer affluence: convenience, appearance, prestige
  84. 84. Company & brand image: instant recognition
  85. 85. Innovation opportunity: increased benefits to consumers and profits to producers</li></li></ul><li>10. The following factors contribute to the emphasis on packaging, except_______.<br />Durability<br />Self-service<br />Consumer affluence<br />Company and brand image<br />Innovation opportunity<br />www.kungfukristianvillapando.blogspot.com<br />
  86. 86. TOP 10 Learning Questions for<br />Setting Product Strategy - Ch 12 <br />Kristian N. Villapando<br />December 2010<br />www.kungfukristianvillapando.blogspot.com<br />
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