healthcare management public health product and service

1. 12
Setting Product Strategy
1

2. Copyright © 2012 Pearson Education 12-2
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.

3. Product Differentiation
 Quality
 Features
 Brand Name
 Packaging
 Sizes
 Services
 Warranties
 Returns
 Style
Copyright © 2012 Pearson Education 12-3

4. 8-4Copyright © 2009 Pearson Education South Asia Pte
Ltd
What Is a Product?
Levels of Products
and Services
• Core benefits
• Actual product
• Augmented
product

5. 8-5Copyright © 2009 Pearson Education South Asia Pte
Ltd
What Is a Product?
Product and Service Classifications
 Consumer products
 Industrial products

6. 8-6
Product and Service Decisions
Product Line Decisions
 Product line is a group of products that are
closely related because they function in a
similar manner, are sold to the same
customer groups, are marketed through the
same types of outlets, or fall within given
price ranges.

7. 10-7
Copyright © 2009 Pearson Education South Asia Pte
Ltd
What is Price?
• Price is the amount of money charged for a
product or service.
• The sum of all the values that consumers give up
in order to gain the benefits of having or using a
product or service.
• Price is the only element in the marketing mix
that produces revenue; all other elements
represent costs.

8. Factors in Setting Price
 Target Customers
 Cost
 Competition
 Law
 Social Responsibility
Copyright © 2012 Pearson Education 12-8

9. 11-9
New-Product Pricing Strategies
Pricing Strategies
 Market skimming pricing
 Market penetration pricing

10. Product Pricing Strategies
 Psychology Pricing
 Competitors Reference Pricing
 Geographical Pricing
 Promotional Pricing
 Differentiated Pricing
Copyright © 2012 Pearson Education 12-10

11. Copyright © 2012 Pearson Education 15-11
What is a Marketing Channel?
A marketing channel system is the
particular set of interdependent
organizations involved in the process of
making a product or service available for
use or consumption.

12. Intermediaries
Copyright © 2012 Pearson Education 15-12

13. Figure 15.2 Consumer Markets
Copyright © 2012 Pearson Education 15-13

14. Copyright © 2012 Pearson Education 17-14
Promotional Tools
 Advertising
 Sales promotion
 Events and
experiences
 Public relations and
publicity
 Direct marketing
 Interactive
marketing
 Word-of-mouth
marketing
 Personal selling

15. Table 17.1 Communication
Platforms
Advertising
 Print and broadcast ads
 Packaging inserts
 Motion pictures
 Brochures and booklets
 Posters
 Billboards
 POP displays
 Logos
 Videotapes
Sales Promotion
 Contests, games,
sweepstakes
 Premiums
 Sampling
 Trade shows, exhibits
 Coupons
 Rebates
 Entertainment
 Continuity programs
Copyright © 2012 Pearson Education 17-15

16. Table 17.1 Communication
Platforms
Events/ Experiences
 Sports
 Entertainment
 Festivals
 Art
 Causes
 Factory tours
 Company museums
 Street activities
Public Relations
 Press kits
 Speeches
 Seminars
 Annual reports
 Charitable donations
 Publications
 Community relations
 Lobbying
 Identity media
Copyright © 2012 Pearson Education 17-16

17. Table 17.1 Communication
Platforms
Personal Selling
 Sales presentations
 Sales meetings
 Incentive programs
 Samples
 Fairs and trade shows
Direct Marketing
 Catalogs
 Mailings
 Telemarketing
 Electronic shopping
 TV shopping
 Fax mail
 E-mail
 Voice mail
 Websites
Copyright © 2012 Pearson Education 17-17

18. Couponing
14-18