1. Chapter Eight
Product, Services, and Brands:
Building Customer Value
Chapter 8 - slide 1

2. Products, Services, and
Branding Strategy
Topic Outline
• What Is a Product?
• Product and Services Decisions
• Branding Strategy: Building
Strong Brands
• Services Marketing
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Publishing as Prentice Hall
Chapter 8 - slide 2

3. What Is a Product?
Products, Services, and Experiences
A Product is anything that can be offered in a
market for attention, acquisition, use, or
consumption that might satisfy a need or
want
Experiences represent what buying the
product or service will do for the customer
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Chapter 8 - slide 3

4. What Is a Product?
Levels of Product and Services
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Chapter 8 - slide 4

5. What Is a Product?
Product and Service Classifications
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Chapter 8 - slide 5

6. What Is a Product?
Product and Service Classifications
• Consumer products are products and
services for personal consumption
• Classified by how consumers buy them
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–
–
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Convenience products
Shopping products
Specialty products
Unsought products
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Chapter 8 - slide 6

7. What Is a Product?
Product and Service Classifications
Convenience products are consumer
products and services that the
customer usually buys frequently,
immediately, and with a minimum
comparison and buying effort
• Newspapers
• Candy
• Fast food
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 8 - slide 7

8. What Is a Product?
Product and Service Classifications
Shopping products are consumer
products and services that the
customer compares carefully on
suitability, quality, price, and style
• Furniture
• Cars
• Appliances
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 8 - slide 8

9. What Is a Product?
Product and Service Classifications
Specialty products are consumer products and
services with unique characteristics or brand
identification for which a significant group of
buyers is willing to make a special purchase effort
• Medical services
• Designer clothes
• High-end electronics
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Chapter 8 - slide 9

10. What Is a Product?
Product and Service Classifications
Unsought products are consumer products that
the consumer does not know about or knows
about but does not normally think of buying
• Life insurance
• Funeral services
• Blood donations
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Chapter 8 - slide 10

11. What Is a Product?
Product and Service Classifications
Industrial products are products purchased for
further processing or for use in conducting a
business
• Classified by the purpose for which the product is
purchased
– Materials and parts
– Capital
– Raw materials
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Chapter 8 - slide 11

12. What Is a Product?
Product and Service Classifications
Capital items are industrial products that aid in the
buyer’s production or operations
Materials and parts include raw materials and
manufactured materials and parts usually sold
directly to industrial users
Supplies and services include operating supplies,
repair and maintenance items, and business
services
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Chapter 8 - slide 12

13. What Is a Product?
Organizations, Persons, Places, and Ideas
Organization marketing consists of activities
undertaken to create, maintain, or change
attitudes and behavior of target consumers
toward an organization
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Chapter 8 - slide 13

14. What Is a Product?
Organizations, Persons, Places, and Ideas
Person marketing consists of activities
undertaken to create, maintain, or
change attitudes and behavior of target
consumers toward particular people
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Chapter 8 - slide 14

15. What Is a Product?
Organizations, Persons, Places, and
Ideas
Place marketing consists of activities undertaken to
create, maintain, or change attitudes and
behavior of target consumers toward particular
places
Social marketing is the use of commercial marketing
concepts and tools in programs designed to
influence individuals’ behavior to improve their
well-being and that of society
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Chapter 8 - slide 15

16. Product and Service Decisions
Individual Product and Service Decisions
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Chapter 8 - slide 16

17. Product and Service Decisions
Individual Product and Service Decisions
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•
•
Product attributes are the benefits of the
product or service
Quality
Features
Style and design
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Chapter 8 - slide 17

18. Product and Service Decisions
Individual Product and Service Decisions
Product quality includes level and consistency
• Quality level is the level of quality that supports
the product’s positioning
• Conformance quality is the product’s freedom
from defects and consistency in delivering a
targeted level of performance
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Chapter 8 - slide 18

19. Product and Service Decisions
Individual Product and Service Decisions
Product features are a competitive tool for
differentiating a product from competitors’
products
Product features are assessed based on the
value to the customer versus the cost to the
company
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Chapter 8 - slide 19

20. Product and Service Decisions
Individual Product and Service Decisions
Style describes the appearance of the
product
Design contributes to a product’s
usefulness as well as to its looks
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Chapter 8 - slide 20

21. Product and Service Decisions
Individual Product and Service Decisions
Brand is the name, term, sign, or design—or a
combination of these—that identifies the maker
or seller of a product or service
Brand equity is the differential effect that the brand
name has on customer response to the product
and its marketing
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Chapter 8 - slide 21

22. Product and Service Decisions
Individual Product and Service Decisions
Packaging involves designing and
producing the container or
wrapper for a product
Labels identify the product or
brand, describe attributes, and
provide promotion
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Chapter 8 - slide 22

23. Product and Service Decisions
Individual Product and Service Decisions
Product support services augment actual products
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Chapter 8 - slide 23

24. Product and Service Decisions
Product Line Decisions
A product line is a group of products that are
closely related because they function in a similar
manner, are sold to the same customer groups,
are marketed through the same types of outlets,
or fall within given price ranges
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Chapter 8 - slide 24

25. Product and Service Decisions
Product Line Decisions
•
•
Product line length is the number of items in the
product line
Line stretching
Line filling
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Chapter 8 - slide 25

26. Product and Service Decisions
Product Mix Decisions
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•
•
•
Product mix consists of all the
products and items that a particular
seller offers for sale
Width
Length
Depth
Consistency
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Chapter 8 - slide 26

27. Branding Strategy: Building Strong Brands
Brand Development Strategies
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Chapter 8 - slide 27

28. Product Life-Cycle Strategies
Product Life Cycle
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Chapter 8 - slide 28

29. Product Life-Cycle Strategies
• Product development
– Sales are zero and investment costs mount
• Introduction
– Slow sales growth and profits are nonexistent
• Growth
– Rapid market acceptance and increasing profits.
• Maturity
– Slowdown in sales growth and profits level off or
decline
• Decline
– Sales fall off and profits drop
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Chapter 8 - slide 29

30. Product Life-Cycle Strategies
Fads are temporary periods of
unusually high sales driven by
consumer enthusiasm and immediate
product or brand popularity
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Chapter 8 - slide 30

31. Product Life-Cycle Strategies
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Chapter 8 - slide 31

32. Product Life-Cycle Strategies
Introduction Stage
• Slow sales growth
• Little or no profit
• High distribution and promotion expense
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Chapter 8 - slide 32

33. Product Life-Cycle Strategies
Growth Stage
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•
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Sales increase
New competitors enter the market
Price stability or decline to increase volume
Consumer education
Profits increase
Promotion and manufacturing costs gain
economies of scale
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Chapter 8 - slide 33

34. Product Life-Cycle Strategies
Maturity Stage
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•
•
•
•
Slowdown in sales
Many suppliers
Substitute products
Overcapacity leads to competition
Increased promotion and R&D to support
sales and profits
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Chapter 8 - slide 34

35. Product Life-Cycle Strategies
Maturity Stage Modifying Strategies
• Market modifying
• Product
modifying
• Marketing mix
modifying
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Chapter 8 - slide 35

36. Product Life-Cycle Strategies
• Maintain the product
• Harvest the product
• Drop the product
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Chapter 8 - slide 36

37. Product Life-Cycle Strategies
Summary of Product Life Cycle
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Chapter 8 - slide 37