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Marketing Chapter 11
1. Chapter 11: “Basic Concepts in Product Planning” Joel R. Evans & Barry Berman Marketing, 10e: Marketing in the 21st Century
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7. Applying the Generic Product Concept A. Company-Oriented View of Product Planning B. Consumer-Oriented View of Product Planning 1. Starts with Company 1. Starts with Customer 2. Company Describes What a Product Represents 2. Consumer Describes What a Product Represents 3. Company Develops a Product Based on Its Definition 3. Company Develops a Product Based on Consumer Definition 4. Decreased Likelihood of Satisfying Customers 4. Increased Likelihood of Satisfying Customers 5. Long-Term Misreading of the Marketplace 5. Long-Term Competitive Edge in the Marketplace
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11. Product Mix Alternatives Few models in each of several different product lines Few models in one or a few product lines Many models in one or a few product lines Many models in each of several different product lines Width of Product Mix Narrow Wide Shallow Deep Depth of Product Mix
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15. Product Positioning of Ice Cream I 1 I 2 I 3 I 6 I 5 I 4 High PRICE Low Super premium Regular Economy Economy, reduced/low fat Regular, reduced/low fat Super premium, reduced/low fat RICHNESS (BUTTERFAT CONTENT ) High Low
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20. The Consumer’s Brand Decision Process Preference Dislike Insistence Aversion Recognition Nonrecognition
21. Packaging Functions Basic Packaging Functions Containment and Protection Communication Segmentatio n Channel Cooperation New-Product Planning Usage
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