Lecture Basic Marketing: A global managerial approach - Chapter 9: Product planning for goods and services

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In this chapter you will learn: Understand what "product" really means, know the key differences between goods and services, know the differences among the various consumer and business product classes, understand how the product classes can help a marketing manager plan marketing strategies,...

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Nội dung Text: Lecture Basic Marketing: A global managerial approach - Chapter 9: Product planning for goods and services

Chapter 9: Product Planning for Goods and Services For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Strategic Planning for Product Target Market Product Place Promotion Price Product Brand Package Warranty Idea Physical good/service Type of Brand: Features Individual or Protection, Quality level family Promotion, None, full, or Accessories Manufacturer or (or both) limited Installation dealer Instructions Product line Exhibit 91 92 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Consumer Product Classes Convenience Shopping Consumer Product Classes Specialty Unsought 93 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Business Products Installations Professional Accessories Services Business Product Classes MRO Raw Supplies Materials Component Parts and Materials 94 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Branding Focus: Rejection Change Position Focus: Nonrecognition Increase Awareness Focus: Recognition Continue Education Focus : Preference Maintain Availability Focus : Develop High Insistence Brand Equity 95 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
What Kind of Brand to Use? Family Brand ? Individual Brand ? ? Brand ? Choices ? Manufacturer Dealer ? ? Generic 96 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Strategic Importance of Packaging Convenient packages are easier to use, making purchase decisions easier for the customer as well. 97 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Using Warranties to Improve the Marketing Mix A warranty says the Warranty company stands behind the product. Consumers often feel more comfortable with products they know come with assurances. 98 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.