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Principles of Marketing: Product, Services, and Branding Strategy
Principles of Marketing: Product, Services, and Branding Strategy
Principles of Marketing
Learning Objectives
After studying this chapter, you should be able to:
1.
Define product and the major classifications of
products and services
2.
Describe the decisions companies make regarding
their individual products and services, product
lines, and product mixes
3.
Discuss branding strategythe decisions companies
make in building and managing their brands
4.
Identify the four characteristics that affect the
marketing of a service and the additional marketing
considerations that services require
8-2
Chapter Outline
1.
2.
3.
4.
What Is a Product?
Product and Service Decisions
Branding Strategy: Building Strong
Brands
Services Marketing
8-3
What Is a Product?
Products, Services, and Experiences
Product is anything that can be offered in a
market for attention, acquisition, use, or
consumption that might satisfy a need or
want
Soap
Toothpaste
8-4
What Is a Product?
Products, Services, and Experiences
Service is a form of product that consists of
activities, benefits, or satisfactions offered
for sale that are essentially intangible and
do not result in ownership
Doctors exam
Legal advice
8-5
What Is a Product?
Products, Services, and Experiences
Disney
American Girl
Toys R Us
8-6
What Is a Product?
Levels of Product and Services
Core benefits
Actual product
Augmented product
8-7
What Is a Product?
Levels of Product and Services
Core benefits represent what the buyer is really
buying
What Is a Product?
Product and Service Classifications
Consumer products
Industrial products
8-9
What Is a Product?
Product and Service Classifications
Consumer products are products and
services for personal consumption
Convenience product
Shopping products
Specialty products
Unsought products
8-10
What Is a Product?
Product and Service Classifications
Convenience products are consumer
products and services that the customer
usually buys frequently, immediately, and
with a minimum comparison and buying
effort
Newspapers
Candy
Fast food
8-11
What Is a Product?
Product and Service Classifications
Shopping products are consumer products
and services that the customer compares
carefully on suitability, quality, price, and
style
Furniture
Cars
Appliances
8-12
What Is a Product?
Product and Service Classifications
Specialty products are consumer products and
services with unique characteristics or brand
identification for which a significant group of buyers
is willing to make a special purchase effort
Medical services
Designer clothes
High-end electronics
8-13
What Is a Product?
Product and Service Classifications
Unsought products are consumer products
that the consumer does not know about or
knows about but does not normally think of
buying
Life insurance
Funeral services
Blood donations
8-14
What Is a Product?
Product and Service Classifications
Industrial products are products purchased for
further processing or for use in conducting a
business
Classified by the purpose for which the product is
purchased
Capital
Raw materials
8-15
What Is a Product?
Product and Service Classifications
Materials and parts include raw materials
and manufactured materials and parts
usually sold directly to industrial users
Wheat
Lumber
Iron
Cement
8-16
What Is a Product?
Product and Service Classifications
Capital items are industrial products that aid
in the buyers production or operations
Buildings
Elevators
Computers
8-17
What Is a Product?
Organizations, Persons, Places, and Ideas
Organization marketing consists of
activities undertaken to create, maintain, or
change attitudes and behavior of target
consumers toward an organization
8-18
What Is a Product?
Organizations, Persons, Places, and Ideas
Person marketing consists of activities
undertaken to create, maintain, or
change attitudes and behavior of target
consumers toward particular people
Donald Trump
8-19
What Is a Product?
Organizations, Persons, Places, and Ideas
Place marketing consists of activities
undertaken to create, maintain, or change
attitudes and behavior of target consumers
toward particular places
Tourism
8-20
What Is a Product?
Organizations, Persons, Places, and Ideas
Social marketing is the use of commercial
marketing concepts and tools in programs
designed to influence individuals behavior
to improve their well-being and that of
society
Tourism
8-21
Product attributes
Branding
Packaging
Labeling
Product support services
8-22
Quality
Features
8-23
8-25
8-26
8-29
Quality
Consistency
Seller benefits
Segmentation
8-31
Line stretching
Line filling
8-34
Downward
Upward
Combination of both
8-35
8-37
More profits
Satisfying dealers
Excess capacity
Width
Length
Depth
Consistency
8-39
8-40
Branding Strategy:
Building Strong Brands
Brand represents the consumers perceptions
and feelings about a product and its
performance. It is the companys promise to
deliver a specific set of features, benefits,
services, and experiences consistently to the
buyers
8-42
Branding Strategy:
Building Strong Brands
Brand equity is the positive differential
effect that knowing the brand name has
on customer response to the product or
service
8-43
Branding Strategy:
Building Strong Brands
Brand equity provides competitive advantage
Benefits
8-44
Branding Strategy:
Building Strong Brands
Customer equity is the value of the customer
relationships that the brand creates
Brand valuation is the process of estimating
the total financial value of the brand
8-45
Branding Strategy:
Building Strong Brands
Brand strategy decisions include:
Brand positioning
Brand sponsorship
Brand development
8-46
Branding Strategy:
Building Strong Brands
Brand Positioning
Brand strategy decisions include:
Product attributes
Product benefits
8-47
Branding Strategy:
Building Strong Brands
Brand Name Selection
Desirable qualities
Distinctive
Extendable
Branding Strategy:
Building Strong Brands
Brand Sponsorship
Manufacturers brand
Private brand
Licensed brand
Co-brand
8-49
Branding Strategy:
Building Strong Brands
Brand Sponsorship
Private brands provide retailers with
advantages
Higher margins
Exclusivity
8-50
Branding Strategy:
Building Strong Brands
Brand Development
Line extensions
Brand extensions
Multibrands
New brands
8-51
Branding Strategy:
Building Strong Brands
Brand Development
Line extensions occur when a company
extends existing brand names to new forms,
colors, sizes, ingredients, or flavors of an
existing product category
Brand extensions extend a brand name to a
new or modified product in a new category
8-52
Branding Strategy:
Building Strong Brands
Brand Development
Multibrands are additional brands in the same
category
New brands are used when existing brands
are inappropriate for new products in new
product categories or markets
8-53
Branding Strategy:
Building Strong Brands
Managing Brands
Requires:
Customer-centered training
Brand audits
8-54
Services Marketing
Types of Service Industries
Government
Private not-for-profit organizations
Business services
8-55
Services Marketing
Nature and Characteristics of a Service
Intangibility
Inseparability
Variability
Perishability
8-56
Services Marketing
Nature and Characteristics of a Service
Intangibility refers to the fact that services
cannot be seen, tasted, felt, heard, or
smelled before they are purchased
Inseparability refers to the fact that services
cannot be separated from their providers
8-57
Services Marketing
Nature and Characteristics of a Service
Variability refers to the fact that service
quality depends on who provides it as well
as when, where, and how it is provided
Perishability refers to the fact that services
cannot be stored for later sale or use
8-58
Services Marketing
Marketing Strategies for Service Firms
In addition to traditional marketing strategies,
service firms often require additional
strategies
Service-profit chain
Internal marketing
Interactive marketing
8-59
Services Marketing
Marketing Strategies for Service Firms
Service-profit chain links service firm profits with
employee and customer satisfaction
Services Marketing
Marketing Strategies for Service Firms
Internal marketing means that the service firm must
orient and motivate its customer contact employees
and supporting service people to work as a team to
provide customer satisfaction
Internal marketing must precede external marketing
8-61
Services Marketing
Marketing Strategies for Service Firms
Interactive marketing means that service
quality depends heavily on the quality of the
buyer-seller interaction during the service
encounter
Service differentiation
Service quality
Service productivity
8-62
Services Marketing
Marketing Strategies for Service Firms
Managing service differentiation creates a
competitive advantage from the offer,
delivery, and image of the service
Services Marketing
Marketing Strategies for Service Firms
Managing service quality provides a
competitive advantage by delivering
consistently higher quality than its
competitors
Services Marketing
Marketing Strategies for Service Firms
Service recovery can turn disappointed
customers into loyal customers
Empower employees
Responsibility
Authority
Incentive
8-65
Services Marketing
Marketing Strategies for Service Firms
Managing service productivity refers to
the cost side of marketing strategies
for service firms