Ch 12 setting product strategy maryam eftekhar

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Ch 12 setting product strategy maryam eftekhar

  1. 1. Top 10 Learning Questions for<br />Setting Product strategy Ch 12<br />MaryamEftekhar<br />Dec/2/2010<br />
  2. 2. 1. At the second level of the customer value hierarchy, the marketer has to turn the _____ into a(n) _____.<br />basic product; expected product<br />expected product; augmented product<br />core benefit; basic product<br />basic need; basic product<br />basic need; core benefit<br />
  3. 3. Five Product Levels<br />C<br />
  4. 4. 1. At the second level of the customer value hierarchy, the marketer has to turn the _____ into a(n) _____.<br />basic product; expected product<br />expected product; augmented product<br />core benefit; basic product<br />basic need; basic product<br />basic need; core benefit<br />
  5. 5. 2. At the third level of the customer value hierarchy, the marketer prepares a(n) _____, a set of attributes and conditions buyers normally expect when they purchase this product.<br />potential product<br />expected product<br />augmented product<br />basic product<br />anticipated product<br />
  6. 6. Five Product Levels<br />B<br />
  7. 7. 2. At the third level of the customer value hierarchy, the marketer prepares a(n) _____, a set of attributes and conditions buyers normally expect when they purchase this product.<br />potential product<br />expected product<br />augmented product<br />basic product<br />anticipated product<br />
  8. 8. 3. When a service firm requires both a fixed fee plus a variable usage fee, this is called _____. <br />variable pricing<br />optional pricing<br />captive pricing<br />two-part pricing<br />bundled pricing<br />
  9. 9. Two Part Pricing<br />Service firms engage in Two Part Pricing, consisting of a fixed fee plus a variable usage fee. <br />Telephone users pay a minimum monthly fee plus charges for calls beyond certain areas.<br />
  10. 10. 3. When a service firm requires both a fixed fee plus a variable usage fee, this is called _____. <br />variable pricing<br />optional pricing<br />captive pricing<br />two-part pricing<br />bundled pricing<br />
  11. 11. 4. _____ is defined as all activities of designing and producing the container for a product. <br />Designing<br />Packaging<br />Containerizing<br />Shipping<br />Marketing<br />
  12. 12. Packaging Objectives<br />Identify the brand<br />Convey descriptive and persuasive information<br />Facilitate product transportation and protection<br />Assist at-home storage<br />Aid product consumption<br />We define Packaging as all the activities of designing and producing the container for a product.<br />Page 379<br />
  13. 13. What is the Fifth P?<br />Packaging, sometimes called the fifth P, is all the activities of designing and producing the container for a product.<br />
  14. 14. 4. _____ is defined as all activities of designing and producing the container for a product. <br />Designing<br />Packaging<br />Containerizing<br />Shipping<br />Marketing<br />
  15. 15. 5. A refrigerator is an example of a(n) _____.<br />staple good<br />nondurable good<br />durable good<br />industrial good<br />non-consumer good<br />
  16. 16. Durability and Tangibility<br />Nondurable<br />goods<br />Services<br />Durable<br />goods<br />
  17. 17. Durable good<br />Tangible goods that normally survive many uses; Refrigerators, machine tools, and clothing.<br />Durable products normally require more personal selling and service, command a higher margin, and require more seller guarantees.<br />
  18. 18. 5. A refrigerator is an example of a(n) _____.<br />staple good<br />nondurable good<br />durable good<br />industrial good<br />non-consumer good<br />
  19. 19. 6. A Mercedes is an example of a(n) _____ good because interested buyers will travel far to buy one. <br />durable<br />nondurable<br />specialty<br />shopping<br />unsought<br />
  20. 20. Consumer Goods Classification<br />Convenience<br />Shopping<br />Unsought<br />Specialty<br />
  21. 21. Specialty goods<br />Have unique characteristics or brand identification for which a sufficient number of buyers are willing to make a special purchasing effort.<br />
  22. 22. 6. A Mercedes is an example of a(n) _____ good because interested buyers will travel far to buy one. <br />durable<br />nondurable<br />specialty<br />shopping<br />unsought<br />
  23. 23. 7. Proctor and Gamble produces many different product lines. This is an example of the _____ of the company's product mix.<br />offerings<br />consistency<br />width<br />breadth<br />depth<br />
  24. 24. Product Systems and Mixes<br />Product system<br />Product mix<br />Product assortment<br />Depth<br />Length<br />Width<br />Consistency<br />
  25. 25. Depth<br />The depth of a product mix refers to how many variants are offered of each product in the lin.<br />
  26. 26. 7. Tide produces many different distinct variants like liquid and powder detergant. This is an example of the _____ of the company's product mix.<br />offerings<br />consistency<br />width<br />breadth<br />depth<br />
  27. 27. 8.The number of different product lines that a company carries in its mix is referred to as the _____ of the product mix.<br />depth<br />length<br />width<br />breadth<br />consistency<br />
  28. 28. Width<br />The width of a product mix refers to how many different product lines the company carries. <br />Proctor and Gamble produces many different product lines<br />
  29. 29. 8.The number of different product lines that a company carries in its mix is referred to as the _____ of the product mix.<br />depth<br />length<br />width<br />breadth<br />consistency<br />
  30. 30. 9. A company can classify its products into four types. Which type of product produces a high sales volume and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity? <br />core product<br />staple product<br />specialty product<br />convenience items<br />shopping goods<br />
  31. 31. Product Line Analysis<br />Core product<br />Staples<br />Convenience items<br />Specialties<br />
  32. 32. Core Products<br />Basic laptop computers that produce high sales volume and are heavily promoted but with low margins because they are viewed as undifferentiated commodities.<br />
  33. 33. 9. A company can classify its products into four types. Which type of product produces a high sales volume and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity? <br />core product<br />staple product<br />specialty product<br />convenience items<br />shopping goods<br />
  34. 34. 10. A company may wish to enter the high end of the market for more growth, higher margins, or simply to position themselves as full-line manufacturers. This is called a(n) _____.<br />two-way stretch<br />up-market stretch<br />down-market stretch<br />sideways stretch<br />high-end stretch<br />
  35. 35. Line Stretching<br />Down-Market Stretch<br />Up-Market Stretch<br />Two-Way Stretch<br />
  36. 36. Up-Market Stretch<br />One of the ways a company may stretch its product lines. Here, company may introduce a new product/brand/model on the higher side of the market with more features, more quality, higher price or adding any other new variable.<br />The company does to enter the high end of the market for more growth, higher margins, or simply to position itself as full-line manufacturer.<br />
  37. 37. 10. A company may wish to enter the high end of the market for more growth, higher margins, or simply to position themselves as full-line manufacturers. This is called a(n) _____.<br />two-way stretch<br />up-market stretch<br />down-market stretch<br />sideways stretch<br />high-end stretch<br />
  38. 38. Top 10 Learning Questions for<br />Setting Product strategy Ch 12<br />MaryamEftekhar<br />Dec/2/2010<br />

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