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Product, Services, and Branding Strategy

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Mehmet Cihangir
Mehmet Cihangir

This chapter discusses product, service, and branding strategies. It covers classifying products as consumer or industrial goods, and as convenience, shopping, specialty or unsought items. The key decisions companies make regarding their product lines, mixes and individual products are explained. The major elements of branding strategy are defined, including brand positioning, name selection, sponsorship, and development. Four characteristics that make services different to market - intangibility, inseparability, variability and perishability - are identified. Additional product issues around social responsibility, international marketing and decision-making are also highlighted.

Business
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Product, Services, and Branding Strategy Chapter 8
Learning Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Case Study Krispy Kreme
Definitions ,[object Object],[object Object],[object Object],[object Object],Goal 1: Understand products and their classifications
What is a Product? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 1: Understand products and their classifications
What is a Product? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Types of Consumer Products Goal 1: Understand products and their classifications
What is a Product? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Types of Consumer Products Goal 1: Understand products and their classifications
What is a Product? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Types of Consumer Products Goal 1: Understand products and their classifications
What is a Product? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Types of Consumer Products Goal 1: Understand products and their classifications
Product and Service Classifications ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 1: Understand products and their classifications
Product and Service Classifications ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 1: Understand products and their classifications
Product and Service Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 2: Learn decisions companies make regarding products
Product and Service Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 2: Learn decisions companies make regarding products
Product and Service Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 2: Learn decisions companies make regarding products
Product and Service Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 2: Learn decisions companies make regarding products
Product and Service Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 2: Learn decisions companies make regarding products
Branding Strategy ,[object Object],[object Object],[object Object],Goal 3: Understand branding strategy
Branding Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Understand branding strategy
Brand Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 3: Understand branding strategy
Brand Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 3: Understand branding strategy
Brand Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 3: Understand branding strategy
Brand Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Decisions Goal 3: Understand branding strategy
Managing Brands ,[object Object],[object Object],[object Object],Goal 3: Understand branding strategy
Services Marketing ,[object Object],[object Object],[object Object],Goal 3: Understand branding strategy
Characteristics of Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Understand branding strategy
Service Firm Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Identify 4 characteristics that affect marketing a service
Product Decisions and Social Responsibility ,[object Object],[object Object],[object Object],[object Object],Goal 5: Realize additional product issues
International Product and Services Marketing ,[object Object],[object Object],[object Object],Goal 5: Realize additional product issues

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Product, Services, and Branding Strategy

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