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Bus169 Kotler Chapter 08

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Alwyn Lau

This document discusses product marketing concepts including the nature of products, classifications of consumer and business products, and services. It defines the three levels of a product - core, actual, and augmented. Consumer products are classified as convenience, shopping, specialty, or unsought. Business products include materials/parts, capital items, and supplies/services. Key characteristics that differentiate services are discussed. The document also covers extending product classifications and the firm's product decisions around attributes, branding, and brand strategies.

Business
1 of 38
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]
The three Levels of Product
An example of each level
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]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
2. Branding ,[object Object],[object Object],[object Object],[object Object]
Cont’d ,[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
Co-branded product
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]

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Bus169 Kotler Chapter 08

Editor's Notes

  1. Refers to objectives 1 & 2
  2. Answer B. Comprises the total product as perceived by the consumer. The core is the basis of the product, augmented product supplements the core and tangible-intangible describe the components on the good-service continuum. Refers to objectives 1 & 2
  3. Refers to objectives 1 & 2
  4. Refers to objectives 1 & 2
  5. Refers to objectives 4 & 5
  6. Refers to objectives 4 & 5
  7. Refers to objective 4
  8. Refers to objective 4
  9. Refers to objectives 5 & 6
  10. Refers to objective 5
  11. Refers to objective 5
  12. Refers to objectives 5 & 6
  13. Refers to objectives 5 & 6
  14. Refers to objective 7
  15. Refers to objective 7
  16. Refers to objective 7
  17. Refers to objective 8
  18. Refers to objective 8
  19. Answer B These are the most memorable components of brand. Refers to objective 8
  20. Refers to objective 9
  21. Refers to objective 8
  22. Answer B. Two companies are combining products and brands. Refers to objective 8
  23. Refers to objective 8
  24. Refers to objectives 9 & 10
  25. Refers to objectives 9 & 10
  26. Refers to objectives 9 & 10