Products<br />
Some terms to Remember:<br />Brand<br />Brand name <br />Capital Items<br />Consumer Goods<br />Convenience Goods<br />Cop...
What is a Product? <br />		A product is defined as anything    that can be offered in the market for attention, acquisitio...
Three Levels Product<br />After-Sales Services<br />Augmented Product<br />Packaging<br />Core Product<br />Core<br />Bene...
Core Products- a part of the total product that the consumer is actually buying.<br />Actual Product- this includes the pr...
Classification of Products<br />Consumer Products<br />Convenience <br />Goods<br />Shopping<br />Goods<br />Specialty<br ...
2. Industrial Products<br />Characteristics of Industrial Products:<br />Categories of Industrial Products:<br />-Derived ...
 Fluctuating Demand
 Limited Market
 Geographic Concentration </li></ul>   of Markets<br /><ul><li> Rational Buying Behavior
Long Negotiating Period
 Infrequent Sales
Industrial Advertising and </li></ul>  Personal Selling <br /><ul><li>Raw materials
 Major equipment
Accessory equipment
 Component Parts
 Process Materials
 Consumable Supplies
Industrial Services</li></li></ul><li>Branding<br />		In addition to making decisions actual products, marketers must make...
Brand name is that part<br />of a brand which can be<br />spoken- including letters,<br />words and number.  <br />Brandis...
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Marketing Management

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Ui mga Teh. Ayan yung PowerPoint Presentation natin sa Marketing. Pasensya na Rush na yan eh.... Hehe. Pag-aralan nyo na lang hah.....

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Marketing Management

  1. 1. Products<br />
  2. 2.
  3. 3. Some terms to Remember:<br />Brand<br />Brand name <br />Capital Items<br />Consumer Goods<br />Convenience Goods<br />Copyright<br />Durable Goods<br />Industrial Goods<br />Materials and Parts<br />Non-durable Goods<br />Packaging<br />Product<br />Product line<br />Product Mix<br />Services<br />Shopping Goods<br />Specialty Goods<br />Trademark<br />Unsought Goods<br />
  4. 4. What is a Product? <br /> A product is defined as anything that can be offered in the market for attention, acquisition, use or consumption that might satisfy a want or need.<br />
  5. 5. Three Levels Product<br />After-Sales Services<br />Augmented Product<br />Packaging<br />Core Product<br />Core<br />Benefit <br />Or<br />Service<br />Brand name<br />Features<br />Instillation<br />Delivery and Credit<br />Quality<br />Styling<br />Actual Product<br />Warranty<br />
  6. 6. Core Products- a part of the total product that the consumer is actually buying.<br />Actual Product- this includes the products name, label, packaging, features, and a quality level.<br />Augmented Product-is the part where the seller provides additional services and privileges to consumers who bought the product.<br />
  7. 7. Classification of Products<br />Consumer Products<br />Convenience <br />Goods<br />Shopping<br />Goods<br />Specialty<br />Goods<br />Unsought <br />Goods<br />Homogenous Products<br />Staple Goods<br />Impulse Goods<br />Heterogeneous <br />Products<br />Emergency Goods<br />
  8. 8. 2. Industrial Products<br />Characteristics of Industrial Products:<br />Categories of Industrial Products:<br />-Derived Demand<br /><ul><li>Price Sensitivity
  9. 9. Fluctuating Demand
  10. 10. Limited Market
  11. 11. Geographic Concentration </li></ul> of Markets<br /><ul><li> Rational Buying Behavior
  12. 12. Long Negotiating Period
  13. 13. Infrequent Sales
  14. 14. Industrial Advertising and </li></ul> Personal Selling <br /><ul><li>Raw materials
  15. 15. Major equipment
  16. 16. Accessory equipment
  17. 17. Component Parts
  18. 18. Process Materials
  19. 19. Consumable Supplies
  20. 20. Industrial Services</li></li></ul><li>Branding<br /> In addition to making decisions actual products, marketers must make many decisions associated with branding, such as brands, brand names, brand marks, trademarks, and trade names.<br />
  21. 21. Brand name is that part<br />of a brand which can be<br />spoken- including letters,<br />words and number. <br />Brandis a name, term,<br />design, symbol, or any<br />feature identities ones<br />seller’s good or services<br />as distinct from those of<br />other seller. A brand may<br />Identify one item, a <br />family of items, or all <br />items of that seller. <br />
  22. 22. Brand mark is the element<br />of a brand that is not made up of<br />words, but is often asymbol or<br />design.<br />Trademark is a legal designation<br />indicating that the owner has<br />exclusive use of a brand and<br />those others are prohibited by <br />law from using it. <br />Trade name is a full and legal <br />name of an organization such as<br />Toyota Company, rather than the<br />name of a specific product.<br />
  23. 23. Benefits of Branding<br /> Branding provides benefits for both buyers<br />and sellers. Brands help buyers identify specific<br />products that they do not like, which in turn<br />facilities the purchase of items that satisfy their <br />needs and reduces the time required to purchase <br />the product. <br />
  24. 24. Brand Decisions<br /> Consumers view a brand as an important<br />part of the product and branding can add <br />value to the product.<br />Branding Decisions<br /> Brand Sponsor Decision<br /> Brand Quality Decisions<br /> Family Brand Decisions<br /> Brand Extension Decision<br /> Multi Brand Decisions<br /> Brand Repositioning<br />
  25. 25. Packaging and Labeling<br />Package is a container used to protect, <br />promote, transport, and/or identify a product.<br />Packaging is that part of product planning, in <br />which company researches, designs, and<br />produces its package(s).<br />Label indicates the products’ brand name, the<br />company logo, ingredients, promotional <br />messages, inventory, control codes, and/or<br />instructions for use.<br />
  26. 26. Basic Packaging Functions:<br />Containment and protection<br /> Usage<br /> Communication<br /> Segmentation<br /> Channel cooperation<br /> New- product planning<br />
  27. 27. Factors considered in Packaging Decisions:<br />What image is sought?<br />Should family packaging be used?<br />What should costs be? <br />What size(s), color(s), and shape(s) are used?<br />Should items be individually wrapped?<br />
  28. 28. Criticisms of Packaging:<br />-Packaging is faulted for waste, misleading<br />labels.<br />Benefits of Packaging:<br /> Communication Benefits<br /> Functional Benefits<br /> Perceptual Benefits<br />
  29. 29. Packaging Decisions<br /> Many products offered to the market have <br />to be packaged. Most marketers treat <br />packaging as an element of product strategy.<br />Packaging is the activity of designing and <br />producing the container or wrapper of the <br />product.<br />
  30. 30. Product Line Decision- a group of products<br />that are closely related, either because they<br />function in a manner or are sold to the same<br />group of customer groups, are marketed<br />through the same types or outlets, or fall <br />within given prices ranges.<br />Product Line Length Decision- more or less <br />determines the company’s objectives or vice-<br />versa.<br />
  31. 31. Product Line Stretching Decision- occurs <br />when a company lengthens its product line<br />beyond its current range.<br />Product Line Filling Decisions- a product line<br />can also be developed by introducing more<br />new products within the present range.<br />
  32. 32. Product Mix Decisions <br />A product mix is the set of all product lines<br />and items that a particular seller offers for <br />sale to buyers. A company’s product mix will<br />have certain features: width, depth, length,<br />and consistency.<br />

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