2. We will focus on the important decisions in the development and marketing
of individual products and services. These decisions are about product
attributes, branding, packaging, labeling, and product support services.
3.
4. PRODUCT ATTRIBUTES
Developing a product or service involves defining the benefits that it will offer. These
benefits are communicated to and delivered by product attributes such as quality,
features, style and design. These are shortly described below:
Product Quality : Quality is one of the marketer's major positioning tools. Product quality has two
dimensions--level and consistency.
Product Features : A product can be offered with varying features. A stripped-down model, one without
any extras, is the starting point.
Product Style and Design : Another way to add customer value is through distinctive product style and
design. Some companies have reputations for outstanding style and design.
5. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain,
protect, and enhance brands of their products and services. A brand is a name, term, sign,
symbol, or design, or a combination of these, that identifies the maker or seller of a product or
service.
6. PACKAGING
Packaging involves designing and producing
the container or wrapper for a product. The
package may include the product's primary
container. A secondary package that is thrown
away when the product is about to be used.
The shipping package necessary to store,
identify, and ship the product. Labeling,
printed information appearing on or with the
package, is also part of packaging.
7. Labels may range from simple tags attached
to products to complex graphics that are
part of the package. They perform several
functions. At the very least, the label
identifies the product or brand. The label
might also describe several things about
the product--who made it, where it was
made, when it was made, its contents, how
it is to be used, and how to use it safely.
Finally, the label might promote the
product through attractive graphics.
8. PRODUCT SUPPORT SERVICES
Customer service is another element of product strategy. A
company's offer to the marketplace usually includes some services,
which can be a minor or a major part of the total offer. Later in the
chapter, we will discuss services as products in themselves. Here,
we discuss product support services-- services that augment actual
products. More and more companies are using product support
services as a major tool in gaining competitive advantage
