Elements of Product Planning for Goods and Services
Chapter 8
Elements of Product Planning for Goods and Services
For use only with Perreault/Cannon/ McCarthy texts, ? 2010 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
fourps
At the end of this presentation, you should be able to:
1. Understand what "Product" really means.
2. Know the key differences between goods and services.
3. Understand what branding is and how to use it in strategy planning.
4. Understand the importance of packaging in
strategy planning.
5. Understand the role of warranties in strategy planning.
At the end of this presentation, you should be able to:
6. Know the differences among the various consumer and business product classes.
7. Understand how product classes can help a marketing manager plan marketing strategies.
Product Decisions for Marketing Strategy Planning (Exhibit 8-1)
Product Decisions for Marketing Strategy Planning (Exhibit 8-1)
Chapter 8: Elements of Product Planning for Goods & Services
Chapter 9: Product Management & New Product Development
Product idea
Brand
Package
Warranty
Product classes
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