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Ch12 Setting Product Strategy Villapando
 

Ch12 Setting Product Strategy Villapando

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    Ch12 Setting Product Strategy Villapando Ch12 Setting Product Strategy Villapando Presentation Transcript

    • TOP 10 Learning Questions for
      Setting Product Strategy - Ch 12
      Kristian N. Villapando
      December 2010
      www.kungfukristianvillapando.blogspot.com
    • 1. ________ refers to goods the consumer does not know about or does not normally think of buying.
      Unsought Goods
      Unnoticed Goods
      Unobserved Goods
      Unseen Goods
      Concealed Goods
      www.kungfukristianvillapando.blogspot.com
    • Consumer Goods Classification
      www.kungfukristianvillapando.blogspot.com
      • Convenience
      • Shopping
      • Specialty
      • Unsought
    • Consumer Goods Classification
      www.kungfukristianvillapando.blogspot.com
      • Convenience
      • Shopping
      • Specialty
      • 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
    • 1. ________ refers to goods the consumer does not know about or does not normally think of buying.
      Unsought Goods
      Unnoticed Goods
      Unobserved Goods
      Unseen Goods
      Concealed Goods
      www.kungfukristianvillapando.blogspot.com
    • 2. Downy Airy Fresh, Floral, Rich & Creamy and Scent Free refers to Procter & Gamble’s product mix _________.
      Width
      Length
      Depth
      Consistency
      Type
      www.kungfukristianvillapando.blogspot.com
    • Product Systems and Mixes
      www.kungfukristianvillapando.blogspot.com
      • Depth
      • Length
      • Width
      • Consistency
    • Product Systems and Mixes
      www.kungfukristianvillapando.blogspot.com
      • 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.
      • Length
      • Width
      • Consistency
      http://www.downy.com/en-US/scents.jspx
    • 2. Downy Airy Fresh, Floral, Rich & Creamy and Scent Free refers to Procter & Gamble’s product mix _________.
      Width
      Length
      Depth
      Consistency
      Type
      www.kungfukristianvillapando.blogspot.com
    • 3. Which of the following is false?
      Performance is a product differentiator
      Durability is a product differentiator
      Style is a product differentiator
      Delivery is a product differentiator
      None of the above
      www.kungfukristianvillapando.blogspot.com
    • Product Differentiation
      • Product Form
      • Features
      • Customization
      • Performance
      • Conformance
      • Durability
      • Reliability
      • Style
      www.kungfukristianvillapando.blogspot.com
    • Service Differentiation: when the physical product cannot easily be differentiated, the key may lie in adding valued services
      • Ordering ease
      • Delivery
      • Installation
      • Customer training
      • Customer consulting
      • Maintenance & repair
      • Returns
      www.kungfukristianvillapando.blogspot.com
    • 3. Which of the following is false?
      Performance is a product differentiator
      Durability is a product differentiator
      Style is a product differentiator
      Delivery is a product differentiator
      None of the above
      www.kungfukristianvillapando.blogspot.com
    • 4. Which of the following is true?
      The basic product is the fundamental level where customer value starts to develop.
      Competition takes place at the expected product level for all markets/countries.
      Potential product encompasses possible augmentations and transformations a product might undergo.
      The basic product consists of a set of expected attributes and conditions buyers purchase.
      All of the above
      www.kungfukristianvillapando.blogspot.com
    • Five Product Levels
      www.kungfukristianvillapando.blogspot.com
    • Five Product Levels
      www.kungfukristianvillapando.blogspot.com
      • Core benefit: fundamental level; service or benefit the customer is really buying
      • Basic product: level where the service or benefit is turned into a product
      • Expected product: level where basic product meets buyer attributes/conditions expectations (where competition takes place in developing and emerging markets)
      • Augmented product: level where product exceeds customer expectations (where competition takes place in developed countries)
      • Potential product: possible augmentations and transformations in the future
    • 4. Which of the following is true?
      The basic product is the fundamental level where customer value starts to develop.
      Competition takes place at the expected product level for all markets/countries.
      Potential product encompasses possible augmentations and transformations a product might undergo.
      The basic product consists of a set of expected attributes and conditions buyers purchase.
      All of the above
      www.kungfukristianvillapando.blogspot.com
    • 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?
      Two-part pricing
      Product-bundling pricing
      Optional-feature pricing
      Product-line pricing
      Captive-product pricing
      www.kungfukristianvillapando.blogspot.com
    • Product-Mix Pricing
      www.kungfukristianvillapando.blogspot.com
      • Product-line pricing
      • Optional-feature pricing
      • Captive-product pricing
      • Two-part pricing
      • By-product pricing
      • Product-bundling pricing
    • Product-Mix Pricing
      www.kungfukristianvillapando.blogspot.com
      • Product-line pricing
      • Optional-feature pricing
      • Captive-product pricing: some products require the use of ancillary products; the iPhone 4 in this example is an ancillary product.
      • Two-part pricing
      • By-product pricing
      • Product-bundling pricing
    • 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?
      Two-part pricing
      Product-bundling pricing
      Optional-feature pricing
      Product-line pricing
      Captive-product pricing
      www.kungfukristianvillapando.blogspot.com
    • 6. San Miguel Corporation’s product portfolio of beverages, food, packaging, agri & feeds and properties is an example of product-mix ________?
      Consistency
      Variation
      Width
      Size
      Length
      www.kungfukristianvillapando.blogspot.com
    • Product Mix
      www.kungfukristianvillapando.blogspot.com
      • Width, refers to how many different product lines the company carries
      • Length, refers to the total number of items in the product mix
      • Depth, refers to how many variants are offered for each product in the line
      • Consistency, refers to how closely related the various product lines are in end use
    • 6. San Miguel Corporation’s product portfolio of beverages, food, packaging, agri & feeds and properties is an example of product-mix ________?
      Consistency
      Variation
      Width
      Size
      Length
      www.kungfukristianvillapando.blogspot.com
    • 7. Papers used in producing books is under what type of Industrial Goods Classification?
      Capital items
      Supplies & business services
      Materials and parts
      Specialty goods
      Durable goods
      www.kungfukristianvillapando.blogspot.com
    • Industrial Goods Classification
      www.kungfukristianvillapando.blogspot.com
      • Materials & parts
      • Capital items
      • Supplies & business services
    • Industrial Goods Classification
      www.kungfukristianvillapando.blogspot.com
      • Materials & parts, goods that enter the manufacturer’s product completely
      • Raw materials
      • Farm products
      • Natural products: lumber, iron ore
      • Manufactured materials
      • Component materials: iron, yarn, cement
      • Component parts: tires
    • Industrial Goods Classification
      www.kungfukristianvillapando.blogspot.com
      • Capital items, long-lasting goods that facilitate developing or managing the finished product
      • Installations: factories, offices
      • Equipment: hand tools, personal computers
      • Supplies & business services, short-term goods and services that facilitate developing or managing the finished product
      • Maintenance & repair items: paint, broom
      • Operating supplies: pencils, papers
      • Maintenance & repair services: cleaning, door repairs
      • Business advisory services: legal, consulting
    • 7. Papers used in producing books is under what type of Industrial Goods Classification?
      Capital items
      Supplies & business services
      Materials and parts
      Specialty goods
      Durable goods
      www.kungfukristianvillapando.blogspot.com
    • 8. The following statements are true, except _____.
      Product map shows which competitors’ items are competing against yours.
      Product map helps determine possible locations for new items.
      Product map helps identify market segments.
      Product map helps in product-line analysis.
      Helps decide on key areas: product-line length and width.
      www.kungfukristianvillapando.blogspot.com
    • Product-Line Analysis
      www.kungfukristianvillapando.blogspot.com
      • 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.
    • 8. The following statements are true, except _____.
      Product map shows which competitors’ items are competing against yours.
      Product map helps determine possible locations for new items.
      Product map helps identify market segments.
      Product map helps in product-line analysis.
      Helps decide on key areas: product-line length and width.
      www.kungfukristianvillapando.blogspot.com
    • 9. Occurs when a company goes beyond its current product-line range.
      Product-line expansion
      Product-line extension
      Line Stretching
      Product Specialization
      None of the above
      www.kungfukristianvillapando.blogspot.com
    • Line Stretching
      www.kungfukristianvillapando.blogspot.com
      • 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.
    • 9. Occurs when a company goes beyond its current product-line range.
      Product-line expansion
      Product-line extension
      Line Stretching
      Product Specialization
      None of the above
      www.kungfukristianvillapando.blogspot.com
    • 10. The following factors contribute to the emphasis on packaging, except_______.
      Durability
      Self-service
      Consumer affluence
      Company and brand image
      Innovation opportunity
      www.kungfukristianvillapando.blogspot.com
    • Packaging as a Marketing Tool
      www.kungfukristianvillapando.blogspot.com
      • Self-service: favorable overall impression
      • Consumer affluence: convenience, appearance, prestige
      • Company & brand image: instant recognition
      • Innovation opportunity: increased benefits to consumers and profits to producers
    • 10. The following factors contribute to the emphasis on packaging, except_______.
      Durability
      Self-service
      Consumer affluence
      Company and brand image
      Innovation opportunity
      www.kungfukristianvillapando.blogspot.com
    • TOP 10 Learning Questions for
      Setting Product Strategy - Ch 12
      Kristian N. Villapando
      December 2010
      www.kungfukristianvillapando.blogspot.com