MANAGING PRODUCTS AND BRANDS - University of Texas at Dallas
CHAPTER TWELVE
MANAGING PRODUCTS AND BRANDS
Irwin/McGraw- Hill
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
? Explain the product life cycle (PLC) concept and relate a marketing strategy to each stage.
? Recognize the differences in PLCs for various products and their implications for marketing decisions.
? Understand alternative approaches to managing a product's PLC.
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO
? Describe elements of brand personality and brand equity and the criteria for the good brand name.
? Explain the rationale for alternative branding strategies employed by companies.
? Understand the benefits of packaging and warranties in the marketing of a product.
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
PP12-AA Gatorade: The Active Thirst-Quencher
? The Gatorade brand commands more than 80% of the $1.5 billion U.S. sports drink market.
? Today Gatorade is the official sports drink of Major League Baseball, the National Football League, the National Basketball Association and the National Hockey League.
? Gatorade sales have been built via more flavors, multiple package sizes and forms, including glass and plastic bottles and aluminum cans.
? Distribution has been expanded to include convenience stores and supermarkets followed by vending machines and fountain service.
? Consistent advertising has effectively conveyed the product's
benefits and links with athletic competition.
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
PP12-BB The Product Life Cycle Concept
? Products, like people, have been viewed as having a life cycle.
? The concept of the product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline.
MMAARRKKEETTIINNGG,, 66//ee
BERKOWITZ KERIN HARTLEY RUDELIUS
Irwin/McGraw- Hill
? The McGraw-Hill Companies, Inc., 2000
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