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This document discusses product and service strategies in marketing. It defines what a product is and different levels of a product from the core benefit to augmented levels. There are different types of consumer and industrial products classified by how often they are purchased and their uniqueness. Branding strategies are outlined including line extensions, brand extensions, and developing new brands. Other decisions discussed include packaging, labeling, product attributes, and support services. The key characteristics of services are also defined as being intangible, inseparable, variable and perishable. Effective marketing strategies for service firms focus on differentiation, quality, and productivity.
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chap8.ppt
This document discusses key concepts related to products and services. It defines what a product is and different levels and classifications of products. There are four main types of consumer products: shopping, convenience, specialty, and unsought. Industrial products are divided into supplies/services, materials/parts, and capital items. The document also covers branding strategies, packaging, labeling, product attributes, and support services. It discusses characteristics that are unique to services and strategies for differentiating, ensuring quality, and improving productivity for service firms.
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The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because they did not want to share their wealth. The universal law of attraction is simple. We attract whatever we choose to give our attention to. If we focus on bad things, we will attract more bad things. But the minute you stop focusing on bad and focus on good, you change the pattern and now good things start coming your way.
If we knew the law of attraction and applied it in our lives daily, we would have so much power and control that it would be scary. We could have what we wanted, and when we wanted it. We would have total control of our lives. If you think of yourself as a powerful attractor, you will attract more of what you want in your life, simply by thinking about it, then acting on it. But there is one ingredient you cannot leave out or the law of attraction won't work.
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chapter8-productserviceandbrandsbuildingcustomervalue-120831075300-phpapp02 (...
chapter8-productserviceandbrandsbuildingcustomervalue-120831075300-phpapp02 (...MuhammadTayyabMehmoo
This document discusses product, service, and brand marketing concepts. It defines a product as anything offered in a market to satisfy needs, including tangible goods, services, organizations, places, ideas, or mixtures. Services are intangible activities or benefits offered for sale. Products have core, actual, and augmented levels. Consumer and industrial products are classified. Branding, packaging, labeling, and product support services are discussed. The four characteristics of services - intangibility, inseparability, variability, and perishability - influence their marketing. Strong brands are built through positioning, name selection, sponsorship, development via line/brand extensions, multibrands, and new brands.Product, Service and Branding Strategeis
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product decisions involve quality, features, style, branding, packaging, and labeling. Companies manage product lines and mixes. Strong brands create value and must be properly positioned. Services also use marketing strategies to create value for customers.
Product, Service and Branding Strategeis (MARKETING)
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product types include consumer goods and industrial goods. The document also covers branding, packaging, positioning, and managing services.
Product Decisions.pptx
The document discusses product decisions and the new product development process. It covers the following key points in 3 sentences:
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The following table shows data from a fictional cohort study of in.docx
The following table shows data from a fictional cohort study of industrial workers followed over 30 years to see if exposure to industrial organic solvent affects cognitive function adversely. Use the information below for the following question.
Organic Solvent Exposure
Number of Participants
Impaired Function
Yes
28654
818
No
71346
649
Total
100000
1467
Calculate and interpret the risk of impaired function in participants exposed to organic solvents and those who were not.
1
COM5111
Product Policy
Week 5 SemB 2019-20
2
Learning Objectives
1. What are the characteristics of products, and how do marketers classify product?
2. How can companies differentiate products?
3. Why is product design important, and what are the different approaches taken?
4. How can a company build and manage its product mix and product lines?
5. How can marketers best manage luxury brands?
6. What environmental issues must marketers consider in their product strategies?
7. How can companies combine products to create strong co-brands or ingredient
brands?
8. How can companies use packaging, labeling, warranties, and guarantees as
marketing tools?
3
Components Of The Market Offering
Marketing planning begins with formulating an offering to meet target customers’ needs or wants
customer will judge the offering
on three basic elements
Slide 15 & 16 Slide 17
4
Product Characteristics
and Classifications
• Product
– 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
https://www.youtube.com/watch?v=xYjoBAUOjTk
5
Characteristics of Winning Products
A unique superior product—
a differentiated product that delivers unique benefits and a
compelling value proposition to the customer or user—
is the number one driver of new-product profitability
Source: Robert G. Cooper, Winning at New Products: Creating Value through Innovation (New York: Basic Books, 2011), p. 32.
How about your individual assignment?
6
Unique and superior products tend to have the followings in
common
1. are superior to competitors’ products in terms of meeting users’ needs
2. solve a problem the customer has with a competitive product
3. feature good value for the money and excellent price and performance
characteristics
4. provide excellent product quality, according to customers’ way of defining quality
5. offer features easily perceived as useful by the customer
6. offer benefits that are highly visible to the customer
Source: Robert G. Cooper, Winning at New Products: Creating Value through Innovation (New York: Basic Books, 2011), p. 33.
7
Product Levels: The Customer-Value Hierarchy
• The Five Product Levels
The service or benefit
the customer
is really buying
e.g. rest & sleep
The marketer must
turn the core benefit
into a basic product
e.g. bed, bathroom …
A set of attributes
and c.
The following table shows data from a fictional cohort study of in.docx
The following table shows data from a fictional cohort study of industrial workers followed over 30 years to see if exposure to industrial organic solvent affects cognitive function adversely. Use the information below for the following question.
Organic Solvent Exposure
Number of Participants
Impaired Function
Yes
28654
818
No
71346
649
Total
100000
1467
Calculate and interpret the risk of impaired function in participants exposed to organic solvents and those who were not.
1
COM5111
Product Policy
Week 5 SemB 2019-20
2
Learning Objectives
1. What are the characteristics of products, and how do marketers classify product?
2. How can companies differentiate products?
3. Why is product design important, and what are the different approaches taken?
4. How can a company build and manage its product mix and product lines?
5. How can marketers best manage luxury brands?
6. What environmental issues must marketers consider in their product strategies?
7. How can companies combine products to create strong co-brands or ingredient
brands?
8. How can companies use packaging, labeling, warranties, and guarantees as
marketing tools?
3
Components Of The Market Offering
Marketing planning begins with formulating an offering to meet target customers’ needs or wants
customer will judge the offering
on three basic elements
Slide 15 & 16 Slide 17
4
Product Characteristics
and Classifications
• Product
– 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
https://www.youtube.com/watch?v=xYjoBAUOjTk
5
Characteristics of Winning Products
A unique superior product—
a differentiated product that delivers unique benefits and a
compelling value proposition to the customer or user—
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How about your individual assignment?
6
Unique and superior products tend to have the followings in
common
1. are superior to competitors’ products in terms of meeting users’ needs
2. solve a problem the customer has with a competitive product
3. feature good value for the money and excellent price and performance
characteristics
4. provide excellent product quality, according to customers’ way of defining quality
5. offer features easily perceived as useful by the customer
6. offer benefits that are highly visible to the customer
Source: Robert G. Cooper, Winning at New Products: Creating Value through Innovation (New York: Basic Books, 2011), p. 33.
7
Product Levels: The Customer-Value Hierarchy
• The Five Product Levels
The service or benefit
the customer
is really buying
e.g. rest & sleep
The marketer must
turn the core benefit
into a basic product
e.g. bed, bathroom …
A set of attributes
and c.
Product
There are three main types of consumer products: convenience goods, shopping goods, and specialty goods. Convenience goods are purchased frequently with little effort. Shopping goods require more consideration and comparison between brands. Specialty goods involve a willingness to search extensively among options. New product development has a low success rate, with failures often due to overestimating market size, poor product design, incorrect positioning/pricing/advertising, or competitive responses. Developing successful new products requires understanding customers, markets, and competitors as well as delivering superior value. The major stages of new product development include idea generation, screening, concept development and testing, marketing strategy development, business analysis, test marketing, and commercialization.
Product management
The document discusses the concept of products. It defines a product as anything that can be offered to satisfy a want or need, including physical goods, services, ideas, and experiences. It then discusses the meaning, features, levels, and classification of products. It also defines services and discusses the nature and characteristics of services. Finally, it discusses concepts like product mix decisions, product line appraisal, and the product-service continuum.
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This document discusses capital gains tax and amendments under Indian tax law. Some key points:
- Capital gains arising from the transfer of a capital asset are taxed under the "Capital gains" head of income and deemed as income of the previous year when the transfer took place.
- Certain situations like money received from insurance for damaged capital assets or conversion of capital assets to stock are also deemed as capital gains of the previous year.
- The profits from transfer of capital assets to firms/AOPs as capital contribution or on dissolution are also taxed as capital gains income of the previous year.
- Computation of capital gains involves deducting expenditure and cost of acquisition from the full value received for the
24032018.pptx
This document summarizes key provisions around capital gains tax in India. Some key points:
- Capital gains arising from the transfer of a capital asset are taxed under the head "Capital gains" and deemed as income for the year the transfer took place.
- Certain transfers like conversion of capital assets to stock-in-trade, transfer to firms/AOPs on becoming a partner, distribution of capital assets on firm dissolution, are also deemed as capital gains for tax purposes.
- The capital gains are computed by deducting the indexed cost of acquisition and improvements from the full value of consideration received.
- Special rules apply for determining the cost of acquisition for assets received by way of gift, inheritance
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If we knew the law of attraction and applied it in our lives daily, we would have so much power and control that it would be scary. We could have what we wanted, and when we wanted it. We would have total control of our lives. If you think of yourself as a powerful attractor, you will attract more of what you want in your life, simply by thinking about it, then acting on it. But there is one ingredient you cannot leave out or the law of attraction won't work.
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This document discusses product, service, and branding strategies. It defines products and services, and describes different levels and classifications of products including consumer, shopping, specialty, and industrial products. It also discusses branding strategies like branding, packaging, labeling, and developing strong brands through positioning, name selection, sponsorship, and line/brand extensions. Additionally, it outlines key characteristics of services marketing and strategies for marketing services, including the service-profit chain and importance of internal and interactive marketing.
Setting product strategy
This document discusses key aspects of setting product strategy, including classifying products based on characteristics like durability and tangibility, differentiating products through features and services, managing a company's product mix and lines, using co-branding and packaging as marketing tools, and leveraging warranties and guarantees. Product strategy encompasses understanding customer needs and wants, positioning offerings, and optimizing a portfolio of goods and services over time.
chapter8-productserviceandbrandsbuildingcustomervalue-120831075300-phpapp02 (...
chapter8-productserviceandbrandsbuildingcustomervalue-120831075300-phpapp02 (...MuhammadTayyabMehmoo
This document discusses product, service, and brand marketing concepts. It defines a product as anything offered in a market to satisfy needs, including tangible goods, services, organizations, places, ideas, or mixtures. Services are intangible activities or benefits offered for sale. Products have core, actual, and augmented levels. Consumer and industrial products are classified. Branding, packaging, labeling, and product support services are discussed. The four characteristics of services - intangibility, inseparability, variability, and perishability - influence their marketing. Strong brands are built through positioning, name selection, sponsorship, development via line/brand extensions, multibrands, and new brands.Product, Service and Branding Strategeis
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product decisions involve quality, features, style, branding, packaging, and labeling. Companies manage product lines and mixes. Strong brands create value and must be properly positioned. Services also use marketing strategies to create value for customers.
Product, Service and Branding Strategeis (MARKETING)
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product types include consumer goods and industrial goods. The document also covers branding, packaging, positioning, and managing services.
Product Decisions.pptx
The document discusses product decisions and the new product development process. It covers the following key points in 3 sentences:
1. It defines the concepts of products, services, consumer products, industrial products, and the different levels of a product. 2. It outlines the individual product decisions that must be made including attributes, branding, packaging, labeling, and support services. 3. It then details the 7 step new product development process of idea generation, screening, business analysis, prototype development, testing, commercialization, and launch.
The following table shows data from a fictional cohort study of in.docx
The following table shows data from a fictional cohort study of industrial workers followed over 30 years to see if exposure to industrial organic solvent affects cognitive function adversely. Use the information below for the following question.
Organic Solvent Exposure
Number of Participants
Impaired Function
Yes
28654
818
No
71346
649
Total
100000
1467
Calculate and interpret the risk of impaired function in participants exposed to organic solvents and those who were not.
1
COM5111
Product Policy
Week 5 SemB 2019-20
2
Learning Objectives
1. What are the characteristics of products, and how do marketers classify product?
2. How can companies differentiate products?
3. Why is product design important, and what are the different approaches taken?
4. How can a company build and manage its product mix and product lines?
5. How can marketers best manage luxury brands?
6. What environmental issues must marketers consider in their product strategies?
7. How can companies combine products to create strong co-brands or ingredient
brands?
8. How can companies use packaging, labeling, warranties, and guarantees as
marketing tools?
3
Components Of The Market Offering
Marketing planning begins with formulating an offering to meet target customers’ needs or wants
customer will judge the offering
on three basic elements
Slide 15 & 16 Slide 17
4
Product Characteristics
and Classifications
• Product
– 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
https://www.youtube.com/watch?v=xYjoBAUOjTk
5
Characteristics of Winning Products
A unique superior product—
a differentiated product that delivers unique benefits and a
compelling value proposition to the customer or user—
is the number one driver of new-product profitability
Source: Robert G. Cooper, Winning at New Products: Creating Value through Innovation (New York: Basic Books, 2011), p. 32.
How about your individual assignment?
6
Unique and superior products tend to have the followings in
common
1. are superior to competitors’ products in terms of meeting users’ needs
2. solve a problem the customer has with a competitive product
3. feature good value for the money and excellent price and performance
characteristics
4. provide excellent product quality, according to customers’ way of defining quality
5. offer features easily perceived as useful by the customer
6. offer benefits that are highly visible to the customer
Source: Robert G. Cooper, Winning at New Products: Creating Value through Innovation (New York: Basic Books, 2011), p. 33.
7
Product Levels: The Customer-Value Hierarchy
• The Five Product Levels
The service or benefit
the customer
is really buying
e.g. rest & sleep
The marketer must
turn the core benefit
into a basic product
e.g. bed, bathroom …
A set of attributes
and c.
The following table shows data from a fictional cohort study of in.docx
The following table shows data from a fictional cohort study of industrial workers followed over 30 years to see if exposure to industrial organic solvent affects cognitive function adversely. Use the information below for the following question.
Organic Solvent Exposure
Number of Participants
Impaired Function
Yes
28654
818
No
71346
649
Total
100000
1467
Calculate and interpret the risk of impaired function in participants exposed to organic solvents and those who were not.
1
COM5111
Product Policy
Week 5 SemB 2019-20
2
Learning Objectives
1. What are the characteristics of products, and how do marketers classify product?
2. How can companies differentiate products?
3. Why is product design important, and what are the different approaches taken?
4. How can a company build and manage its product mix and product lines?
5. How can marketers best manage luxury brands?
6. What environmental issues must marketers consider in their product strategies?
7. How can companies combine products to create strong co-brands or ingredient
brands?
8. How can companies use packaging, labeling, warranties, and guarantees as
marketing tools?
3
Components Of The Market Offering
Marketing planning begins with formulating an offering to meet target customers’ needs or wants
customer will judge the offering
on three basic elements
Slide 15 & 16 Slide 17
4
Product Characteristics
and Classifications
• Product
– 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
https://www.youtube.com/watch?v=xYjoBAUOjTk
5
Characteristics of Winning Products
A unique superior product—
a differentiated product that delivers unique benefits and a
compelling value proposition to the customer or user—
is the number one driver of new-product profitability
Source: Robert G. Cooper, Winning at New Products: Creating Value through Innovation (New York: Basic Books, 2011), p. 32.
How about your individual assignment?
6
Unique and superior products tend to have the followings in
common
1. are superior to competitors’ products in terms of meeting users’ needs
2. solve a problem the customer has with a competitive product
3. feature good value for the money and excellent price and performance
characteristics
4. provide excellent product quality, according to customers’ way of defining quality
5. offer features easily perceived as useful by the customer
6. offer benefits that are highly visible to the customer
Source: Robert G. Cooper, Winning at New Products: Creating Value through Innovation (New York: Basic Books, 2011), p. 33.
7
Product Levels: The Customer-Value Hierarchy
• The Five Product Levels
The service or benefit
the customer
is really buying
e.g. rest & sleep
The marketer must
turn the core benefit
into a basic product
e.g. bed, bathroom …
A set of attributes
and c.
Product
There are three main types of consumer products: convenience goods, shopping goods, and specialty goods. Convenience goods are purchased frequently with little effort. Shopping goods require more consideration and comparison between brands. Specialty goods involve a willingness to search extensively among options. New product development has a low success rate, with failures often due to overestimating market size, poor product design, incorrect positioning/pricing/advertising, or competitive responses. Developing successful new products requires understanding customers, markets, and competitors as well as delivering superior value. The major stages of new product development include idea generation, screening, concept development and testing, marketing strategy development, business analysis, test marketing, and commercialization.
Product management
The document discusses the concept of products. It defines a product as anything that can be offered to satisfy a want or need, including physical goods, services, ideas, and experiences. It then discusses the meaning, features, levels, and classification of products. It also defines services and discusses the nature and characteristics of services. Finally, it discusses concepts like product mix decisions, product line appraisal, and the product-service continuum.
Similar to chap8.ppt (20)
chapter8-productserviceandbrandsbuildingcustomervalue-120831075300-phpapp02 (...
chapter8-productserviceandbrandsbuildingcustomervalue-120831075300-phpapp02 (...
Product, Service and Branding Strategeis (MARKETING)
Product, Service and Branding Strategeis (MARKETING)
The following table shows data from a fictional cohort study of in.docx
The following table shows data from a fictional cohort study of in.docx
The following table shows data from a fictional cohort study of in.docx
The following table shows data from a fictional cohort study of in.docx
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多年留学服务公司,拥有海外样板无数能完美1:1还原海外各国大学degreeDiplomaTranscripts等毕业材料。海外大学毕业材料都有哪些工艺呢？工艺难度主要由：烫金.钢印.底纹.水印.防伪光标.热敏防伪等等组成。而且我们每天都在更新海外文凭的样板以求所有同学都能享受到完美的品质服务。
国外毕业证学位证成绩单办理方法：
1客户提供办理新西兰林肯大学新西兰林肯大学毕业证学位证信息：姓名生日专业学位毕业时间等（如信息不确定可以咨询顾问：我们有专业老师帮你查询）；
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一真实留信认证的作用(私企外企荣誉的见证):
1：该专业认证可证明留学生真实留学身份同时对留学生所学专业等级给予评定。
2：国家专业人才认证中心颁发入库证书这个入网证书并且可以归档到地方。
3：凡是获得留信网入网的信息将会逐步更新到个人身份内将在公安部网内查询个人身份证信息后同步读取人才网入库信息。
4：个人职称评审加20分个人信誉贷款加10分。
5：在国家人才网主办的全国网络招聘大会中纳入资料供国家500强等高端企业选择人才。问山娃想买什么想吃什么山娃知道父亲赚钱很辛苦除了书籍和文具山娃啥也不要能牵着父亲的手满城闲逛他已心满意足了父亲连挑了三套童装叫山娃试穿山娃有点不想父亲说城里不比乡下要穿得漂漂亮亮爸怎么不穿得漂亮望着父亲山娃反问道父亲听了并不回答只是吃吃地笑山娃很精神越逛越起劲父亲却越逛越疲倦望着父亲呵欠连天的样子山娃也说困了累了回家吧小屋闷罐一般头顶上的三叶扇彻夜呜呜作响搅得满屋热气腾腾也搅得山娃心烦意乱父亲一的
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chap8.ppt
- 1. 8-1 Chapter 8 Product and Services Strategy PRINCIPLES OF MARKETING
- 2. 8-2 What is a Product? • Anything that can be offered to a market for attention, acquisition, use or consumption. • Satisfies a want or a need. • Includes: –Physical Products –Services –Persons –Places –Organizations –Ideas –Combinations of the above
- 3. 8-3 Levels of Product Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty After- Sale Service Core Benefit or Service Actual Product Core Product Augmented Product
- 4. 8-4 Product Classifications Consumer Products Shopping Products > Buy less frequently > Gather product information > Fewer purchase locations > Compare for: • Suitability & Quality • Price & Style Convenience Products > Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Specialty Products > Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations Unsought Products > New innovations > Products consumers don’t want to think about > Require much advertising & personal selling
- 6. 8-6 • Marketed to create, maintain, or change the attitudes or behavior toward the following: • Organizations - Profit (businesses) and nonprofit (schools and churches). • Person - Political and sports figures, entertainers, doctors and lawyers. • Place - Business sites and tourism. • Social - Reduce smoking, clean air, conservation. Product Classifications Other Marketable Entities
- 7. 8-7 Individual Product Decisions Product Attributes Branding Packaging Labeling Product Support Services
- 9. 8-9 Brands Advantages of Brand Names Brand Equity Loyalty Attributes Quality & Value Consistency Identification Awareness Credibility Association
- 10. 8-10 Brand Strategy Line Extensions Brand Extensions Multibrands New Brands Brand Sponsor Manufacturer’s Brand Private Brand Licensed Brand Co-branding Brand Name Selection Selection Protection Major Brand Decisions
- 11. 8-11 Brand Strategy Line Extension Multibrands Brand Extension New Brands Brand Name Existing New Product Category Existing New
- 12. 8-12 Brand Strategy • Line Extension –Existing brand names extended to new forms, sizes, and flavors of an existing product category. • Brand Extension –Existing brand names extended to new product categories. • Multibrands –New brand names introduced in the same product category. • New Brands –New brand names in new product categories.
- 14. 8-14 Product - Support Services • Step 1. Survey customers to determine satisfaction with current services and any desired new services. • Step 2. Assess costs of providing desired services. • Step 3. Develop a package of services to delight customers and yield profits. Companies should design its support services to profitably meet the needs of target customers. How?
- 15. 8-15 Product Line Length Number of Items in the Product Line Product Line Decisions Stretching Lengthen beyond current range Filling Lengthen within current range Downward Upward
- 16. 8-16 Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered Product Mix Decisions Consistency
- 17. 8-17 Intangibility Inseparability Variability Perishability Can’t be seen, tasted, felt, heard, or smelled before purchase. Can’t be separated from service providers. Quality depends on who provides them and when, where and how. Can’t be stored for later sale or use. Characteristics of Services
- 18. 8-18 Satisfied and Productive Service Employees Greater Service Value Internal Service Quality Health Service Profits and Growth Satisfied and Loyal Customers The Service-Quality Chain
- 19. 8-19 Marketing Strategies for Service Firms • Managing Service Differentiation – Develop offer, delivery and image with competitive advantages. • Managing Service Quality – Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely • Managing Service Productivity – Train current or new employees – Increase quantity by decreasing quality – Utilize technology