1. -MRINAL
GAUTAM
MARKETING MANAGEMENT,
CENTRAL UNIVERSITY OF JHARKHAND 3rd semester
12 February 2013

2. What is a product
 .-anything that is capable of satisfying a need or a
want is a product.
 Anything that can be offered to a market for
attention, acquisition, use or consumption that might
satisfy a need or a want. It includes physical objects
, services, persons, places, organizations and ideas.

3. The product and the product mix
COMPONENTS OF MARKET OFFERING
--PRODUCT
1.PHYSICAL GOODS value-based prices
2.SERVICES
3.EXPERIENCES
4.EVENTS
5.PERSON
6.PLACES
7.PROPERTIES Attractiveness
8.ORGANIZATIONS of the market
9.INFORMATIONS offering
10.IDEAS Product Services
features & mix and
quality quality

4. Product levels
Potential product
Augmented product
Expected product
Basic product
Core
benefit

5. Product hierarchy
--Need family
--Product family
--Product class
--Product line
--Product type
--Item

6. The Product Classification
Durability and Tangibility
*Non durable goods
*Durable goods
*Services

7. The Product Mix
--Product mix has a certain:
*Width
*Length
*Depth
*Consistency

8. Product-Mix Width and Product-Line Length for
PROCTOR & GAMBLE products
Detergents Toothpaste Disposable Diapers Paper
Bar Soap Tissue
Ivory Gleem Ivory Pampers Charmin
Snow (1952) (1979) (1961) (1928)
(1930)
PRODUCT- Dreft Crest Kirk’s Luvs Puffs
LINE (1933) (1955) (1855) (1976) (1960)
LENGTH
Tide Lava Banner
(1946) (1893) (1982)
Cheer Camay Summit
(1950) (1926) (1992)

9. Line stretching
 Line-market stretch
--the company may notice strong growth opportunities as mass
retailers attract a growing number of shoppers
--the company may wish to tie up lower –end competitors who might
other wise try to move up market
--the company may find that the middle market is stagnating or
declining
 Up-market stretch
 Two way stretch

10. The product and product mix
--Line Filling
 Just-noticeable difference
--Line Modernization
 Featuring and pruning

11. Services
 Services are economic activities offered one party to
another. Often time-based performances bring about
desired results to recipients, objects or other assets for
which purchasers have responsibility.

12. Sale of marketing entities
Sugar
Soft Drink
Mobiles
Automobiles
Restaurants
Restaurants
Train
Advt. Agencies
Airlines
Teaching

13. Service Characteristics
INTANGIBILITY
Services cannot be INSEPARABILITY
seen ,seen Services cannot be
tasted, felt, heard, or separated from their
smelled before providers
purchase
services
VARIABILITY
Quality of services PERISHIBALITY
depends on who Services cannot be
provides them and stored for later sale
when, where, and or use
how

14. Marketing strategies for service
firms
 Service companies face three tasks
--Competitive differentiation—Better & fast delivery
--Service quality—Exchange perceived value vs expected
value
--Productivity– enhance human skills, increase the quality of service
without surrendering quality, industrialize the service, give customers with incentives
to substitute their own labour for company labour and Harness the power of
technology to give better service and make service workers more productive

15. Five Determinants of Service
Quality
--Reliability
--Responsiveness
--Assurance
--Empathy
--Tangibles

16. THANK YOU