Marketing Management, 13e, Philip Kotler (PPT) ch 12
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Marketing Management, 13e, Philip Kotler (PPT) ,

Marketing Management, 13e, Philip Kotler (PPT) ,
Principles of Marketing and Marketing Management,

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  • Click on the video icon to see a clip on product differentiation at Dunkin’ Donuts. <br />
  • Video icon links to Marriott video on Marriott’s downward stretch. <br />

Marketing Management, 13e, Philip Kotler (PPT) ch 12 Presentation Transcript

  • 1. 12 Setting Product Strategy Marketing Management, 13th ed
  • 2. 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 3. 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 4. Caterpillar: A Great Product Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 5. 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 6. Figure 12.1 Components of the Market Offering Value-based prices Attractiveness of the market offering Product features and quality Services mix and quality Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 7. Figure 12.2 Five Product Levels Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 8. The Wedding Market is a MetaMarket Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 9. Product Classification Schemes Durability Tangibility Use Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 10. Durability and Tangibility Nondurable goods Durable goods Services Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 11. Consumer Goods Classification Convenience Shopping Specialty Unsought Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 12. Industrial Goods Classification Materials and parts Capital items Supplies/ business services Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 13. Product Differentiation • • • • • • • • • Product form Features Customization Performance Conformance Durability Reliability Repairability Style Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 14. Dunkin’ Donuts’ Differentiation Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 15. Design Differentiation Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 16. Service Differentiation • • • • • • Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair • Returns Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 17. Maintenance and Repair Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 18. The Product Hierarchy Item Product type Product line Product class Product family Need family Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 19. Product Systems and Mixes • • • • • • • Product system Product mix Product assortment Depth Length Width Consistency Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 20. Product Line Analysis Core product Staples Specialties Convenience items Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 21. Figure 12.3 Product Item Contributions to a Product Line’s Total Sales and Profits Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 22. Figure 12.4 Product Map Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 23. Line Stretching Down-Market Stretch Down-Market Stretch Up-Market Stretch Up-Market Stretch Two-Way Stretch Two-Way Stretch Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 24. Line Filling Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 25. Pruning Pruning weak brands can strengthen the remaining brands in the line Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 26. Product-Mix Pricing • • • • • • Product-line pricing Optional-feature pricing Captive-product pricing Two-part pricing By-product pricing Product-bundling pricing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 27. Product Line Pricing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 28. Two-Part Pricing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 29. Co-branding Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 30. Ingredient Branding Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 31. What is the Fifth P? Packaging, sometimes called the fifth P, is all the activities of designing and producing the container for a product. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 32. Factors Contributing to the Emphasis on Packaging Self-service Consumer affluence Company/brand image Innovation opportunity Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 33. Innovations in Packaging Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 34. Packaging Objectives • Identify the brand • Convey descriptive and persuasive information • Facilitate product transportation and protection • Assist at-home storage • Aid product consumption Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 35. Functions of Labels Identifies Grades Describes Promotes Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 36. Warranties and Guarantees Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 37. Marketing Debate  With products, is it form or function? Take a position: 1. Product functionality is the key to brand success. or 2. Product design is the key to brand success. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • 38. Marketing Discussion  Consider the different means of differentiating products and services.  Which ones have the most impact on your choices?  Why? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall