The document discusses key concepts related to products, services, and brands. It defines products as anything offered for consumption and services as intangible offerings. It also discusses levels of products from core benefits to augmented offerings. Brands are defined and classifications of consumer, industrial, and business products are outlined. The challenges of managing intangible services are described. Major decisions around branding, product lines, and developing brand equity are summarized.

1. Products, Services,
and Brands

2. PRODUCT
 Product – is anything that can be offered to a market for
attention,acquisition, use or consumption that might satisfy a
want or need.
 Service – is a form of product that consists of activity, benefit or
satisfaction offered for sale that is essentially
intangible and does not result in the ownership of anything.

3. MARKET OFFERING
Products are key element in the overall market offering.
 This offering becomes the basis on which the company builds
profitable customer relationships.
Pure tangible goods – are market offering with no
services accompany the product.
 Pure service- market offering consists of primarily of a service.

4. LEVELS OF PRODUCT AND SEVICES
Core Customer Value- most basic level, which addresses the question
What is the buyer really buying?
* Marketers must first define the core, problem-solving benefits or
consumers seek.
Actual Product- develop product and service features, design, quality level,
brand name and packaging.
Augmented Product- offering additional
consumer services and benefits.

5. PRODUCT AND SERVICE
CLASSIFICATIONS
CONSUMER PRODUCTS
Consumer product- product bought by final consumers for personal
consumption.
Convenience product- product that customers usually buy frequently,
immediately and with minimal comparison and buying effort.
Shopping product- less frequently purchased products
and services that customers compare on such attributes
as suitability,quality, price and style.

6. PRODUCT AND SERVICE
CLASSIFICATIONS
Unsought product- product that the consumer either does not know
about or knows about but does not normally consider buying.
INDUSTRIAL PRODUCT
Industrial product- product bought by
individuals and organizations for further
processing or for use in conducting a business.

7. PRODUCT AND SERVICE
CLASSIFICATIONS
Three Groups of Industrial Product
1.Material and Parts- include raw materials and manufactured materials and
parts.
2.Capital Items-products that aid in the buyer’s production or operations,
including installations and equipment.
3.Suppliers and Services- include operating
supplies and repair and maintenance items

8. ORGANIZATIONS,PERSONS,PLACES
AND IDEAS
ORGANIZATION MARKETING – consists of activities undertaken to create,
maintain or change the attitudes and behavior of target consumers toward an
organization.
PERSON MARKETING- activities undertaken to create, maintain or change
the attitudes and behavior toward particular person.
PLACE MARKETING- activities undertaken to create,maintain or change the
attitudes and behavior toward particular lace.

9. PRODUCT AND SERVICES
DECISION

10. INDIVIDUAL PRODUCT AND SERVICE
DECISION
Product attributes
 Product quality-the characteristics of a product or service that
bear on its ability to satisfy stated or implied customer needs
Two dimensions of product quantity:
1. Quality level (performance quality)-a product to perform its
functions.
2. Conformance quality- freedom from defects and consistency

11. Product features
 Features are a
competitive tool for
differentiating the
company’s product
from competitors’
product.

12. Product Style and Design
Style- appearance of
the product
Design- good design
contributes to a
products
usefulness as well
as to its looks

13. Branding
Branding- A name, term, sign ,
symbol, design or a
combination of these, that
identifies the product or
services of one seller or
group of seller and
differentiates them from
those of competitors.

14. Packaging
• Involves designing
and producing the
container or
wrapper for a
product.
`

15. Labeling
• Labels ranges from simple tags attached
to products to complex graphics that are
part of the packaging
• Identifies the product or brand
• Describe several things about the product
• Promotes the products

16. Product Support Services
• A company’s offer
usually includes some
support services, which
can be a part or a major
part of the total
offering.

17. Product Line Decisions
• Product line- a group of product that are
closed related because they function in a
similar manner, are sold to the same
customer groups, are marketed through the
same type of outlets, or fall within given
price ranges.
Major product line decision involves:
Product line length- the number
of items in the product line.

18. • Company can expand its product line
in two ways:
product line filling- involves adding
more items within the present range
of the line.
product line stretching- occurs
when a company lengthens its
product line beyond its current
range.

19. Product Mix Decision
• Product mix- consist of all the product lines and items
that a particular seller offer for sale.
Four important dimensions:
• Width
• Length
• Depth
• Consistency

20. Services Marketing

22. The Nature and Characteristics of a
Service
• Service Intangibility
– Services cannot be
seen, tasted, felt,
heard, or smelled
before they are
bought.

23. • Service
Inseparability
– Services are
produced and
consumed at the
same time and
cannot be separated
from their providers.

24. • Service Variability
– The quality of
services may vary
greatly depending on
who provides them
and when, where,
and how.

25. • Service Perishability
– Services cannot be
stored for later sale
or use.

26. Requirements of Service Marketing
• Internal Marketing
– Orienting and
motivating costumer-
contact employees
and supporting
service people to
work as a team to
provide costumer
satisfaction.

27. • Interactive
Marketing
– Training service
employees in the fine
art of interacting
with customers to
satisfy their needs.

28. Three Major Marketing Task
• Managing Service
Differentiation
• Managing Service
Quality
• Managing Service
Productivity

29. Brand Equity
 the differential effect that knowing the brand name
has no response to the product and its marketing.
 it's the measure of the brand's ability to capture
consumer preference and loyalty.

30. Positive and Negative Brand Equity
•Positive
when consumers react more favorably to it than to a generic
or unbranded version of the same product
•Negative
if consumers react less favorably than to
an unbranded version.

31. Four Consumer Perception
Dimensions
• Differentiation
-what makes the brand stand out.
• Relevance
-how consumers feel it meets their needs.
• Knowledge
-how much consumers knows about the brand.
• Esteem
-how highly consumers regard and respect the brand.

32. Brand Valuation
-is the process of estimating the
total financial value of brand.
Customer Equity
-the fundamental asset underlying
brand equity

33. Major Brand Strategy Decisions
BRAND POSITIONING
- an activity of creating a brand offer in such a manner that it occupies a
distinctive place and value in the target customer’s mind.
BRAND NAME SELECTION
-a good name can add greatly to a product's success.
- finding te best brand name is a difficult task.

34. Qualities For A Brand Name
1.It should suggest something about the product's benefits and
qualities.
2.It should be easy to pronounce,recognize and remember.
3.The brand name should be distinctive.
4.It should be extendable
5.The name should translate easily into foreign languages.
6.It should be capable of registration and legal protection.

35. BRAND SPONSORSHIP
(Brand Sponsor) the manufacturer, wholesaler or retailer
who owns the brand.
Sponsorship Options for Manufacturer
1.National Brand/ Manufacturer's brand
-have long dominated in retail scene.
- are those product/service names that are promoted
nationally, or even globally.

36. 2.Private brand
-also called a store brand or distributor brand.
-a brand created and owned by a reseller of a product or
service.
3.Licensed brand
-Licensing means renting or leasing of an intangible asset.
-most manufacturer take years and spend millions to create
their own brand names.

37. 4.Co-branding
-the practice of using the established brand names of
two different companies on the same product.
-it also allows a company to expand its existing brand
into category it might otherwise have difficulty
entering alone.

38. BRAND DEVELOPMENT
 A plan to improve the performance of a particular
product or service.
 For example, as part of brand development a firm may
initiate a new advertising campaign that includes free
samples.

39. Choices when it comes to developing
brands
1.Line Extensions
-extending an existing brand name to new
forms,colors,sizes,ingredients,or flavors of an existing
product category.
2.Brand Extensions
- extending an existing brand name to new product
categories.

40. 3.Multibrands
-Marketing of two or more similar and competing
products by the same firm under different and
unrelated brands.
- it offers a way to establish a different features that
appeal to different customer segments,lock up more
reseller shelf space,and capture a larger market
share.

41. 4.New brands
-The development of a new brand and often a new
offering for a product class that has not been
previously served by the organizations.

42. Managing Brands
 companies must manage their brands carefully.
 the brand's positioning must be continuously
communicated to consumers.
 major brand marketers often spend huge amounts on
advertising to create brand
awareness and build preference and loyalty.

43.  advertising can help customers come to know a brand
through a wide range of contacts and interactions.
 the company must put as much care into managing this
points as it does into producing it ads.
 company must periodically audit their brand's
strengths and weaknesses.