Bus169 Kotler Chapter 08

Products: Goods, Services and Experiences

Chapter Objectives (1) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Chapter Objectives (2) ,[object Object],[object Object],[object Object]

Chapter Objectives (3) ,[object Object],[object Object]

What is a Product? ,[object Object],[object Object],[object Object]

Can be viewed on 3 levels ,[object Object],[object Object],[object Object],[object Object]

Descriptions of a product's quality, features, style, brand name, and packaging identify the: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Product Classifications ,[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object]

Table 8.2 Marketing Considerations for Consumer Products

Business-to-Business Products ,[object Object],[object Object],[object Object],[object Object],[object Object]

Figure 8.4 Classification of Business Products

Business / Industrial product ,[object Object],[object Object],[object Object],[object Object],[object Object]

Services products ,[object Object],[object Object]

Characteristics of Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Service Quality Measures ,[object Object],[object Object]

Extending the Classification of Goods and Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Firm’s Product Decisions

1. Product Attributes ,[object Object],[object Object],[object Object],[object Object]

2. Branding ,[object Object],[object Object],[object Object],[object Object]

Cont’d ,[object Object],[object Object]

The most enduring meanings of a brand are its: ,[object Object],[object Object],[object Object],[object Object],[object Object]

To Brand or Not to Brand ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Sponsor Decision

Arnott's biscuits with M&M candies in them would be an example of the use of a __________ strategy. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand repositioning ,[object Object],[object Object],[object Object],[object Object],[object Object]

Packaging/ Labelling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product Line Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Figure 8.8 Product Line Stretching Decisions

Product Mix Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bus169 Kotler Chapter 08

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Editor's Notes