Chapter 11 Developing and Managing Goods and Services - Stephanie Larkin
嚜澧hapter 11
Developing
and Managing
Goods and
Services
? 2019 Cengage. All rights reserved.
Learning Objectives
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Explain how companies manage existing products through
line extensions and product modifications.
Explore how businesses develop a product idea into a
commercial product.
Discuss the importance of product differentiation and the
elements that differentiate one product from another.
Explain how businesses position their products.
Discuss how product deletion is used to improve product
mixes.
Summarize how the characteristics of services influence
the development of marketing mixes for services.
Describe organizational structures used for managing
products.
? 2019 Cengage. All rights reserved.
Managing Existing Products
! Benefit by capitalizing on existing products
! Analyze product mix to identify weaknesses and gaps
! Analysis can lead to improvement of the product mix
through:
" Line extensions
" Product modifications
? 2019 Cengage. All rights reserved.
Line Extensions
! Line extension 每 development of a product closely
related to one or more products in the existing
product line but designed specifically to meet
somewhat different customer needs
" Focus on a different market segment
" Try to increase sales within the same market segment
! Success of a line extension is enhanced when a:
" Parent brand has a high-quality brand image
" Good fit between the line extension and its parent
exists
? 2019 Cengage. All rights reserved.
Product Modifications
! Product modification 每 change in one or more
characteristics of a product
! Improves a firm＊s product mix under certain
conditions:
" Product must be modifiable.
" Customers must be able to perceive the modification
"
made.
Modification should be consistent with customers＊
desires.
? 2019 Cengage. All rights reserved.
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