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Product
Anything offered
to a market for
attention,
acquisition,
consumption or
use that might
satisfy a need
or want.
9- 2
Service
Any activity or
benefit that one
party can offer to
another that is
essentially
intangible and
does not result in
the ownership of
anything.
9- 3
Figure 1:
Three Levels of Product
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Discussion Question
9- 5
Classifying products
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Consumer Products
Types of
Consumer Products
Frequent purchases
bought with minimal
buying effort and
Convenience little comparison
shopping
Shopping Low price
Specialty Widespread
distribution
Unsought Mass promotion
9- 7
Types of
Consumer Products
Less frequent
purchases requiring
more shopping effort
and price, quality, and
style comparisons.
Convenience Higher priced than
convenience goods
Shopping Selective distribution in
fewer outlets
Specialty
Advertising and
Unsought personal selling by
producer and reseller9- 8
Types of
Consumer Products Strong brand preference
and loyalty, requires
special purchase
effort, little brand
comparisons, and
low price sensitivity
Convenience
High price
Shopping Exclusive
Specialty distribution
Carefully targeted
Unsought promotion by
9- 9
Little product
Types of awareness and
Consumer Products
knowledge (or if
aware, sometimes
negative interest)
Convenience Pricing varies
Shopping Distribution varies
Specialty Aggressive
Unsought advertising
and personal
selling by 9- 10
Industrial products
Industrial products are those
purchased for use in conducting
a business or those purchased as
ingredients or components to be
used in manufacturing.
Materials and parts
Capital items
Supplies and services
9- 11
Other types of products
“Products” also include organizations,
persons, places, and ideas
Organizational marketing makes use of
corporate image advertising
Person marketing applies to political
candidates, entertainment sports figures, and
professionals
Place marketing relates to tourism
Social marketing campaigns promote ideas
9- 12
Social marketing
promotes ideas or
causes for the
purpose of
improving an
individual’s well-
being or the well-
being of society.
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Product & Service Decisions
Key Decisions
Product attributes
Quality, features,
Individual style and design
Product Branding
Product Line Packaging
Product Mix Labeling
Product support 9- 14
Figure 2
Individual Product
and Service Decisions
9- 15
Innovative product
design can help
revitalize a company,
such as with the Apple
iMac.
Brand:
A name, term, sign,
symbol, design, or a
combination of
these, that identifies
the maker or sellers
of a product or
service.
9- 16
Packaging involves designing a
container or wrapper for a
product
9- 17
Labeling
9- 18
Product support services
Support services
via the web
include FAQ files,
email queries, live
chat with
customer service
personnel, and
software updates
1-800 Flowers
9- 19
Product & Service Decisions
9- 23
Brands with strong
equity have many
competitive
advantages:
High consumer
awareness
Strong brand loyalty
Helps when
introducing new
products
Less susceptible to
price competition
9- 24
Good Brand Names:
Suggest something about the
product or its benefits
Are easy to say, recognize and
remember
Are distinctive
Are extendable
Translate well into
other languages
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Discussion Question
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Brand Sponsorship
1- Private (store) brands
Costly to establish
and promote 2- Manufacturer
Higher profit margins brands
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3- Licensed brands
Name and character licensing has grown.
4- Co –branding
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Services Marketing
Services
Account for 74% of
U.S. gross domestic
product.
Service industries
include business
organizations,
government, and
private not-for-profit
organizations.
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Figure 3
Four Services
Characteristics
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Figure 4
Three Types of Marketing
in Services Industries
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Service Firm Marketing
Strategies
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Service Firm Marketing Strategies
2- Managing Service Differentiation
British Airways differentiates its
service by offering first-class world
travelers private “demi-cabins”
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Additional Product
Considerations
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Additional Product
Considerations