When we finish this lecture you should CHAPTER NINE ...
[Pages:7]CHAPTER NINE
Elements of Product Planning for Goods and Services
For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. ? 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
fourps
When we finish this lecture you should
1. Understand what "Product" really means. 2. Know the key differences between goods and
services.
3. Understand how product classes can help a
marketing manager plan marketing strategies.
4. Know the differences among the various
consumer and business product classes.
5. Understand what branding is and how to use it in strategy planning.
When we finish this lecture you should
6. Understand the importance of packaging in
strategy planning.
7. Understand the role of warranties in strategy
planning.
Product Decisions for Marketing Strategy Planning
(Exhibit 9-1)
Product Decisions for Marketing Strategy Planning
(Exhibit 9-1)
Product Quality and Customer Needs
CH 9: Elements of Product Planning for Goods & Services
CH 10: Product Management & New-Product Development
Product idea
Product classes
Brand
Package
Warranty
Basic Marketing ? Chapter 9 Handout 9-1
Relative Quality
Goods and/or Services Are the Product (Exhibit 9-2)
Differences in Goods and Services
Devoted to erasing
stereotypes
Whole Product Lines Must Be Developed Too
Product Assortment, Product Line or Individual Product?
Product Classes Help Plan Marketing Strategy
? 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Consumer Products
Business Products
Basic Marketing ? Chapter 9 Handout 9-2
Consumer Product Classes
CCoonnvveenniieennccee PPrroodduuccttss
Shopping Products Specialty Products Unsought Products
Staples
Impulse Products
Emergency Products
Homogeneous Shopping Products
Heterogeneous Shopping Products
New Unsought Products
Regular Unsought Products
One Product May Be Seen Several Ways
Checking your knowledge
Jack White wanted to purchase a new dress shirt. He went to a local department store, toured the men's department, and thought all the brands looked about the same. He decided to buy the store brand shirt, because it was the cheapest. For Jack, the new shirt was a(n):
A. convenience product. B. heterogeneous shopping product. C. specialty product. D. homogeneous shopping product. E. impulse product.
Business Products Are Different
Derived Demand Inelastic Industry Demand
Tax Treatments Differ
Business Product Classes ? How They Are Defined
Installations
Professional Services
Accessories
Business Product Classes
MRO Supplies
Raw Materials
Component Parts & Materials
Interactive Exercise: Business Product Classes
? 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Basic Marketing ? Chapter 9 Handout 9-3
Branding Needs a Strategy Decision, Too (Exhibit 9-5)
Conditions Favorable to Branding
Easy to Label and
Identify
Favorable Shelf or Display Space
Best Value for the Price
Key Issues
Economies of Scale
Dependable, Widespread Availability
MMaarrkkeett PPrriiccee CCaann BBee HHiigghh
EEnnoouugghh
Achieving Brand Familiarity Is Not Easy
Brand Insistence
Brand Preference
Brand Recognition Brand NonRecognition Brand Rejection
Brand Familiarity
More of your customers ask for Fix-A-Flat by name than
all of our competitors combined. You just can't buy that kind
of brand recognition, but you can sell it. Fix-AFlat: Spare
Yourself.
The Right Brand Name Can Help (Exhibit 9-6)
Short & Simple Easy to Spell & Read Easy to Recognize & Remember
Easy to Pronounce Can Pronounce in Only One Way
Can Pronounce in All Languages Suggests Product Benefits Meets Packaging/Labeling Needs No Undesirable Imagery Always Timely Adapts to Any Advertising Medium Legally Available for Use
A Good Brand Name?
? 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Basic Marketing ? Chapter 9 Handout 9-4
Protecting Brand Names & Trademarks
Lanham Act
YYoouu MMuusstt PPrrootteecctt YYoouurr OOwwnn
Counterfeiting Is Accepted In Some Cultures
What Kind of Brand to Use?
Family Brand
Generic "Brand"
Brand Choices
Licensed Brand
Individual Brand
Who Should Do the Branding?
Manufacturer Brands
? Also called national brands
? Created/owned by producers
? Develop demand across many markets
Battle of the Brands
Dealer Brands
? Also called private brands or store brands
? Created/owned by middlemen
? Create higher margins for dealers
Checking your knowledge
Target's "Cherokee" brand of men's clothing is available only at Target stores. The brand provides a low-cost alternative to other men's fashions available at department stores and via catalogs. The Cherokee brand is a(n):
A. manufacturer brand. B. dealer brand. C. licensed brand. D. national brand. E. generic brand.
The Strategic Importance of Packaging
Packaging Can Enhance the Product
Packaging Sends a Message
UPC Codes Speed Handling
Packaging Can Lower
Distribution Costs
What Is Socially Responsible Packaging?
Fair Packaging & Labeling Act Laws Reduce Clutter & Confusion
Ethical Decisions Remain
Basic Marketing ? Chapter 9 Handout 9-5
Checking your knowledge
Heinz has a new ketchup bottle that has the cap on the bottom, instead of the top. The bottle uses gravity to help the consumer get every last drop of ketchup out of the bottle. The cap is also designed to pour cleanly, so that dried ketchup does not accumulate around the opening. This new bottle demonstrates how packaging can:
A. promote product. B. protect the product. C. lower distribution costs. D. incorporate UPC codes. E. enhance product usage.
Warranty Policies Are a Part of Strategy Planning
Promises in Writing
MagnusonMoss Act
Support May Be Costly
Service Guarantees
MMaayy IImmpprroovvee MMaarrkkeettiinngg MMiixx
Checking your knowledge
McDonald's announced that at select locations, if drivethrough customers do not get exactly what they want within two minutes of placing the order, their next meal will be free. This promise by McDonald's is a good example of a(n):
A. service guarantee. B. warranty. C. unit price. D. limited warranty. E. no-fault insurance policy.
You now
1. Understand what "Product" really means. 2. Know the key differences between goods and
services.
3. Understand how product classes can help a
marketing manager plan marketing strategies.
4. Know the differences among the various
consumer and business product classes.
5. Understand what branding is and how to use it in
strategy planning.
You now
6. Understand the importance of packaging in
strategy planning.
7. Understand the role of warranties in strategy
planning.
Key Terms
? Product
? Emergency products
? Quality
? Shopping products
? Service ? Product assortment ? Product line ? Individual product ? Consumer products ? Business products
? Homogeneous
shopping products
? Heterogeneous
shopping products
? Specialty products ? Unsought products ? New unsought
? Convenience products products
? Staples
? Regularly unsought
? Impulse products
products
? Derived demand
Basic Marketing ? Chapter 9 Handout 9-6
Key Terms
? Expense item
? Brand name
? Capital item
? Trademark
? Installations
? Service mark
? Accessories
? Brand familiarity
? Raw materials
? Brand rejection
? Farm products
? Brand nonrecognition
? Natural products ? Brand recognition
? Components
? Brand preference
? Supplies
? Brand insistence
? Professional services ? Brand equity
? Branding
? Lanham Act
Key Terms
? Family brand
? Federal Fair
? Licensed brand
Packaging and
? Individual brands
Labeling Act
? Generic products ? Warranty
? Manufacturer brands ? Magnuson-Moss Act
? Dealer brands
? Private brands
? Battle of the brands
? Packaging
? Universal Product
Code (UPC)
Basic Marketing ? Chapter 9 Handout 9-7
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
- when we finish this lecture you should chapter nine
- eleven product and branding strategy
- assessing the language use for consumer products
- mktg 2018 10
- products services and brands building customer value
- 8 the product for sales ii 8 1 classifications of
- product classification
- chapter products and services edu thinus
- the overuse of english on indian consumer products
Related searches
- when we ask god why
- when you should marry someone
- what happens when we die
- where do we go when we die
- when to use this or that
- books you should read before you die
- when we were yet in our sins
- why you should read this out loud
- we hope this will suffice
- when we collided on netflix
- when we use strategic management
- when we make love sayings