MARKETING CONCEPTS:As Applied inProductivity Technologies ServiceInc.Jean Daisy C. de GuzmanV60 Marketing ManagementProfes...
A Tell and Show Presentationbased on:Chapter 12SETTING PRODUCT STRATEGYwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogs...
6 KEY CONCEPTSProducts1. Aim to satisfy a want or need2. May be classified into 5 different levels3. Can be classified in ...
What are PRODUCTS?- anything that can be offered to the market thatmight satisfy a want, need or demandwww.jeandeguzman@bl...
What are PRODUCTS?- means to an end wherein the end is thesatisfactionof customer needs, wants or demandswww.jeandeguzman@...
PTSI PRODUCTSwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 1-may also include experiences, events, pla...
The Customer-Value Hierarchy:5 Product Levelswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 2- Each lev...
The Customer-Value Heirarchy:5 Product Levelswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 2
The Customer-Value Hierarchy:5 Product Levels1- CoreBenefitEfficient way of documentingtransactions2-GenericProductCompute...
The Customer-Value Hierarchy:5 Product Levels3- ExpectedProductComputer with highspecifications4-AugmentedProductOffer Qua...
The Customer-Value Hierarchy:5 Product Levels5- PotentialProductUpgrade to a Blade Serverwww.jeandeguzman@blogspot.comwww....
Product Classification:DURABILITY AND TANGIBILITY-helps determine appropriate marketing-mixstrategywww.jeandeguzman@blogsp...
Product Classification:DURABILITY AND TANGIBILITYDurable Nondurable ServiceGoods Goodswww.jeandeguzman@blogspot.comwww.jea...
Product Classification:DURABILITYDurabilitywww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 3MarginPerson...
Product Classification:TANGIBILITYQuality Controlwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 3Margin...
PRODUCT HIERARCHYwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 4
PRODUCT HIERARCHYNeed Family InformationTechnology SuppliesProduct Family HardwareSoftwareServicesProduct Class Database M...
PRODUCT HIERARCHYProduct Line ServersProduct Type 2-Socket ServersItem IBM X3650 Serverwww.jeandeguzman@blogspot.comwww.je...
SERVICE DIFFERENTIATION- Value added service may be the key tocompetitive advantagewww.jeandeguzman@blogspot.comwww.jeande...
SERVICE DIFFERENTIATIONDelivery of items that are on stock in 2-3 dayswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogsp...
PRODUCT-LINE LENGTH: LINESTRETCHING• Down-Market• Up-Market• Two-waywww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot...
PTSI’s TWO-WAY STRETCHSpecializing in Virtual TechnologyOffering Clone Computers to themarketwww.jeandeguzman@blogspot.com...
6 KEY CONCEPTSProducts1. Aim to satisfy a want or need2. May be classified into 5 different levels3. Can be classified in ...
MARKETING CONCEPTS:As Applied inProductivity Technologies ServiceInc.Jean Daisy C. de GuzmanV60 Marketing ManagementProfes...
Upcoming SlideShare
Loading in …5
×

Tell and Show

341 views
258 views

Published on

Assignment 2. Marketing Management

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
341
On SlideShare
0
From Embeds
0
Number of Embeds
107
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • At the heart of a great brand is a great product.Product is the key element in marketing offering.
  • May include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideasA product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want.Products are the means to an end wherein the end is the satisfaction of customer needs or wants.
  • May include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideasA product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want.Products are the means to an end wherein the end is the satisfaction of customer needs or wants.
  • Products are the means to an end wherein the end is the satisfaction of customer needs or wants.Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
  • 1. Core Benefit ----the fundamental need or want that consumers satisfy by consuming the product or service.2. Generic Product----a version of the product containing only those attributes or characteristics absolutely necessary for it to function.3. Expected Product----the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.4. Augmented Product---inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.5. Potential Product---all the augmentations and transformations a product might undergo in the future. 
  • Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
  • Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
  • Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
  • Customer trainingReturn
  • At the heart of a great brand is a great product.Product is the key element in marketing offering.
  • Tell and Show

    1. 1. MARKETING CONCEPTS:As Applied inProductivity Technologies ServiceInc.Jean Daisy C. de GuzmanV60 Marketing ManagementProfessor Bond De Ungriawww.jeandeguzman.blogspot.com
    2. 2. A Tell and Show Presentationbased on:Chapter 12SETTING PRODUCT STRATEGYwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.com
    3. 3. 6 KEY CONCEPTSProducts1. Aim to satisfy a want or need2. May be classified into 5 different levels3. Can be classified in a number of ways4. Follow a Hierarchy5. May be supported by ServiceDifferentiation6. Are subject to Stretchingwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.com
    4. 4. What are PRODUCTS?- anything that can be offered to the market thatmight satisfy a want, need or demandwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 1
    5. 5. What are PRODUCTS?- means to an end wherein the end is thesatisfactionof customer needs, wants or demandswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 1
    6. 6. PTSI PRODUCTSwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 1-may also include experiences, events, places, properties,organizations, information and ideasPEOPLESERVICEPHYSICAL GOODS
    7. 7. The Customer-Value Hierarchy:5 Product Levelswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 2- Each level adds more customer value to ensurehigher customer satisfaction- Satisfaction:
    8. 8. The Customer-Value Heirarchy:5 Product Levelswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 2
    9. 9. The Customer-Value Hierarchy:5 Product Levels1- CoreBenefitEfficient way of documentingtransactions2-GenericProductComputerwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 2
    10. 10. The Customer-Value Hierarchy:5 Product Levels3- ExpectedProductComputer with highspecifications4-AugmentedProductOffer QuarterlyMaintenance ofComputerwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 2
    11. 11. The Customer-Value Hierarchy:5 Product Levels5- PotentialProductUpgrade to a Blade Serverwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 2
    12. 12. Product Classification:DURABILITY AND TANGIBILITY-helps determine appropriate marketing-mixstrategywww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 3
    13. 13. Product Classification:DURABILITY AND TANGIBILITYDurable Nondurable ServiceGoods Goodswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 3
    14. 14. Product Classification:DURABILITYDurabilitywww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 3MarginPersonal SellingRequirementDurable GoodsNon-Durable Goods
    15. 15. Product Classification:TANGIBILITYQuality Controlwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 3MarginPersonal SellingRequirement Service
    16. 16. PRODUCT HIERARCHYwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 4
    17. 17. PRODUCT HIERARCHYNeed Family InformationTechnology SuppliesProduct Family HardwareSoftwareServicesProduct Class Database Managerswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 4
    18. 18. PRODUCT HIERARCHYProduct Line ServersProduct Type 2-Socket ServersItem IBM X3650 Serverwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 4
    19. 19. SERVICE DIFFERENTIATION- Value added service may be the key tocompetitive advantagewww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 5• Ordering• Delivery• Return• Installation• Maintenance andRepair• Customer Consulting• Customer Training
    20. 20. SERVICE DIFFERENTIATIONDelivery of items that are on stock in 2-3 dayswww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 5Penalties accepted when fails to comply with SLAHighly trained staff
    21. 21. PRODUCT-LINE LENGTH: LINESTRETCHING• Down-Market• Up-Market• Two-waywww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comConcept 6
    22. 22. PTSI’s TWO-WAY STRETCHSpecializing in Virtual TechnologyOffering Clone Computers to themarketwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.comExample 6
    23. 23. 6 KEY CONCEPTSProducts1. Aim to satisfy a want or need2. May be classified into 5 different levels3. Can be classified in a number of ways4. Follow a Hierarchy5. May be supported by ServiceDifferentiation6. Are subject to Stretchingwww.jeandeguzman@blogspot.comwww.jeandeguzman.blogspot.com
    24. 24. MARKETING CONCEPTS:As Applied inProductivity Technologies ServiceInc.Jean Daisy C. de GuzmanV60 Marketing ManagementProfessor Bond De Ungriawww.jeandeguzman.blogspot.com

    ×