MARKETING MANAGEMENT

(Core
Benefit)

(Core Benefit)

(Basic Product)

(Expected Product)

(Augmented Product)

(Potential Product)

ABS

(Product Hierarchy)

(Need Family)
(Product Family)
(Product Class)
(Product Line)
(Product Type)
(Product Item)

10

11

12

13

14

15

Honda
Business Unit (BU)



1.
2.
3.
4.

16

(COSMETICS & TOILETRIES)
(ELECTRICAL PRODUCTS AND IT)
(FOOD & BEVERAGES)
(FOOTWEAR)
(GARMENT)
(HOUSEHOLD PRODUCTS)

17

18

COVERMARK , BSC , Pan , Kanebo , Shiseido

Thai Samsung Electric
,
,

19

NIKE ,REBOG , PAN , School
Triumph , ,WACOAL , Sabina , Wienna,
(Enfant) , (Little Wacoal), RAIN FLOWER , LACOSTE ,
ESSENCE , ELLE, ARROW, GUY , MAXIMUS ,POLO , Guess , Esprit , Dapper ,
Gettaway , Gap ,Bodygove , ITOKIN , PARIS , ST.ANDREWS , Manchester , Bowling

.

20

(Product Item)
5
()
16
12
3
18
16

21

16
12

18

16

22

23

24

4
1.
2.
3.
4.

(Convenience Product)
(Shopping Product)
(Specialty Product)
(Unsought Product)

25

3
1. (Staple Product)
2. (Impulse Product)
3. (Emergency Product)

26

1. (Homogeneous Shopping Product)

2. (Heterogeneous Shopping Product)

27

28

29

1. (Raw Material)
2. (Fabricating Material and Part)
3. (Installation)
4. (Accessory Equipment)
5. (Operating Supplies)
6. (Service)

30

(Raw Material)

31

32

(Installation)

33

(Accessory Equipment)

34

(Operating Supplies)

35

(Services)

36

(Brand)

(Trademark)

(AMA)

37

(Brand)

(Steve
McNamara, AdCracker.com)

38

(Brand)

(Colin Bates, Building

Brands.com)

39

1.
2.
3.
4.

40

1.
2.
3.
4.
5.

(Brand Name)
(Brand Mark or Logo)
(Copyright)
(Patent)
(Slogan)

41

42

1
2

43

44

45

46

47

VDO1 VDO2
VDO3 VDO4
VDO5

48

49

50

5


(Impact)

51

52

53

(Packaging)

ACKAGING

Package
Packaging

54

(Packaging)

1.
(Primary Package)
2.
(Secondary Package)
3.
(Shipping Package)

55

(Packaging)

Primary

Secondary

Shipping

56

(Packaging Strategy)
Changing the Package

Reuse Packaging

Multiple Package

Product Line Packaging

Environmental Packaging

57

7 Rs
Recycle
Refill
Reuse
Reduce

58

7 Rs

Reject
Repair
Recovery

59

7 Rs

Recycle
Reuse
Refill

60

7 Rs

Reduce
Reject

61