Professional Documents
Culture Documents
13
Setting
Product Strategy
Durability
Tangibility
Use
Nondurable goods
Durable goods
Services
Convenience
Shopping
Specialty
Unsought
Capital items
Supplies and
business services
✓ Ordering ease
✓ Delivery
✓ Installation
✓ Customer training
✓ Customer consulting
✓ Maintenance and repair
✓ Returns
✓ Is emotionally powerful
✓ Transmits brand meaning/positioning
✓ Is important with durable goods
✓ Makes brand experiences rewarding
✓ Can transform an entire enterprise
✓ Facilitates manufacturing/distribution
✓ Can take on various approaches
5. Product
type
4. Product
line
3. Product
class
2. Product
family
1. Need
family
Product- Captive-
bundling product
pricing pricing
By-product Two-part
pricing pricing
✓ Same-company
✓ Joint-venture
✓ Multiple-sponsor
✓ Retail