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Attractiveness
of the market
offering
Product Services
features mix and
and quality quality
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-6
Figure 12.2 Five Product Levels
Durability
Tangibility
Use
Nondurable
goods
Durable
Services
goods
Convenience Shopping
Specialty Unsought
Supplies/
Capital items
business services
• Product form
• Features
• Customization
• Performance
• Conformance
• Durability
• Reliability
• Repairability
• Style
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer
consulting
• Maintenance and
repair
• Returns
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-16
Maintenance and Repair
Item
Product type
Product line
Product class
Product family
Need family
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-18
Product Systems and Mixes
• Product system
• Product mix
• Product assortment
• Depth
• Length
• Width
• Consistency
Convenience
Specialties
items
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch
Pruning weak
brands can
strengthen the
remaining brands in
the line
• Product-line pricing
• Optional-feature pricing
• Captive-product pricing
• Two-part pricing
• By-product pricing
• Product-bundling pricing
Self-service
Consumer affluence
Company/brand image
Innovation opportunity
Identifies
Grades
Describes
Promotes