Professional Documents
Culture Documents
Fourteen
*
Developing
and Pricing
Goods and
Services
McGraw-Hill/Irwin
RATAN TATA
*
Profile
DEVELOPING VALUE
Product
Development and
the Total Product
Offer
LG1
PRODUCTS UNTOUCHABLE
by SPENDING CUTS
Product
Development and
the Total Product
Offer
LG1
Internet service
Cell phone service
Cable television
Discount apparel
Haircuts and coloring
Fast-food
Source: www.bigresearch.com.
14-4
PRODUCTS EXPENDABLE
by SPENDING CUTS
Product
Development and
the Total Product
Offer
LG1
Luxury handbags
Satellite radio
Specialty apparel
High-end cosmetics
Facials
Source: www.bigresearch.com.
14-5
HOME COOKING in
HALF the TIME
*
*
DEVELOPING a
TOTAL PRODUCT
*Developing a
Total Product
Offer
LG1
Product
1929
Electric Razors
1930
Car Radios
1930
Supermarkets
1933
1933
Laundromats
*Developing a
Total Product
Offer
LG1
14-8
POTENTIAL COMPONENTS
of a TOTAL PRODUCT OFFER
*Developing a
Total Product
Offer
LG1
14-9
UNDERSTANDING
PRODUCT LINES
*Product Lines
LG1
14-10
*Product Lines
LG1
DIFFERENTIATING PRODUCTS
*Product
Differentiation
LG2
CLASSIFYING CONSUMER
GOODS and SERVICES
Marketing Different
Classes of
Consumer Goods
and Services
LG2
14-13
CLASSIFYING SHOPPING
GOODS and SERVICES
Marketing Different
Classes of
Consumer Goods
and Services
LG2
14-14
CLASSIFYING SPECIALTY
GOODS and SERVICES
Marketing Different
Classes of
Consumer Goods
and Services
LG2
14-15
CLASSIFYING UNSOUGHT
GOODS and SERVICES
Marketing Different
Classes of
Consumer Goods
and Services
LG2
14-16
IDENTIFYING CONSUMER
GOODS CLASSIFICATIONS
Marketing Different
Classes of
Consumer Goods
and Services
LG2
Marketing Different
Classes of
Consumer Goods
and Services
LG2
14-18
CLASSIFYING INDUSTRIAL
GOODS and SERVICES
Marketing
Industrial Goods
and Services
LG2
PROGRESS ASSESSMENT
*Progress
Assessment
*
What value enhancers may be included in a total
product offer?
Whats the difference between a product line and
a product mix?
Name the four classes of consumer goods and
services and give examples of each.
Describe three different types of industrial goods.
14-20
*Packaging
Changes the
Product
LG3
*Packaging
Changes the
Product
LG3
UNDERSTANDING BRANDING
*Branding and
Brand Equity
LG4
14-23
*Branding and
Brand Equity
LG4
14-24
*Branding and
Brand Equity
LG4
14-25
*Generating
Brand Equity
and Loyalty
LG4
14-26
ORIGINS of
AUTOMOBILE SYMBOLS
*Generating
Brand Equity
and Loyalty
LG4
14-27
*
*
(Thinking Green)
*Generating
Brand Equity
and Loyalty
LG4
14-29
BUILDING BRAND
ASSOCIATIONS
*Generating
Brand Equity
and Loyalty
LG4
14-30
PROGRESS ASSESSMENT
*Progress
Assessment
*
What six functions does packaging now perform?
Whats the difference between a brand name and
a trademark?
Explain the difference between a manufacturers
brand, a dealer brand, and a generic brand.
What are the key elements of brand equity?
14-31
The New
Product
Development
Process
LG5
14-32
The New
Product
Development
Process
LG5
14-33
The New
Product
Development
Process
LG5
Commercialization --
14-34
*The Product
Life Cycle
LG6
*The Product
Life Cycle
LG6
14-36
Celebrity
Earnings
Year of Death
Elvis Presley
$52 Million
1977
Charles Schultz
$33 Million
2000
Heath Ledger
$20 Million
2008
Albert Einstein
$18 Million
1955
Aaron Spelling
$15 Million
2006
Dr. Seuss
$12 Million
1991
John Lennon
$9 Million
1980
*The Product
Life Cycle
LG6
14-37
PROGRESS ASSESSMENT
*Progress
Assessment
*
What are the six steps in the new-product
development process?
Whats the difference between product screening
and product analysis?
What are the two steps in commercialization?
Whats the theory of the product life cycle?
14-38
PRICING OBJECTIVES
*Competitive
Pricing
LG7
PRICING STRATEGIES
*Competitive
Pricing
LG7
14-40
*Break-Even
Analysis
LG7
14-42
PRICING ALTERNATIVES
*Other Pricing
Strategies
LG7
14-43
PRICING STRATEGIES
of RETAILERS
*Other Pricing
Strategies
LG7
14-44
PROGRESS ASSESSMENT
*Progress
Assessment
*
List two short-term and two long-term pricing
objectives. Can the two be compatible?
What are the limitations of a cost-based pricing
system?
Whats psychological pricing?
14-45