Chapter 8 Product

Ch 8 -0 Copyright © 2011 Pearson Education
Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki
CHAPTER EIGHT
Products, Services, and Brands:
Building Customer Value
Lecturer: Insert your name here

Chapter Learning Outcomes
Topic Outline
8.1 What Is a Product?

8.2 Product and Services Decisions
8.3 Branding Strategy: Building Strong Brands
8.4 Services Marketing

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.
‫ أو اﻻﺳﺗﮭﻼك‬،‫ أو اﻻﺳﺗﺧدام‬،‫ أو اﻻﺳﺗﺣواذ‬،‫اﻟﻣﻧﺗﺞ ھو أي ﺷﻲء ﯾﻣﻛن ﺗﻘدﯾﻣﮫ ﻓﻲ اﻟﺳوق ﻣن أﺟل اﻻھﺗﻣﺎم‬
.‫اﻟذي ﻗد ﯾﻠﺑﻲ ﺣﺎﺟﺔ أو رﻏﺑﺔ‬
Service is any activity or benefit that one party can offer to
another that is essentially intangible and does no result in the
ownership of anything.
‫اﻟﺧدﻣﺔ ھﻲ أي ﻧﺷﺎط أو ﻣﻧﻔﻌﺔ ﯾﻣﻛن أن ﯾﻘدﻣﮭﺎ طرف ﻟﻶﺧر وھﻲ ﻓﻲ اﻷﺳﺎس ﻏﯾر ﻣﻠﻣوﺳﺔ وﻻ ﺗؤدي إﻟﻰ‬
.‫ﻣﻠﻛﯾﺔ أي ﺷﻲء‬
Experiences represent what buying the product or service will do
for the customer.
.‫ﺗﻣﺛل اﻟﺗﺟﺎرب ﻣﺎ ﺳﯾﻔﻌﻠﮫ ﺷراء اﻟﻣﻧﺗﺞ أو اﻟﺧدﻣﺔ ﻟﻠﻌﻣﯾل‬

What Is a Product?

Core benefits represent what the buyer is really buying.
.‫اﻟﻔواﺋد اﻷﺳﺎﺳﯾﺔ ﺗﻣﺛل ﻣﺎ ﯾﺷﺗرﯾﮫ اﻟﻣﺷﺗري ﺣﻘًﺎ‬
Actual product represents the design, brand name, and
packaging that delivers the core benefit to the customer.
‫اﻟﻣﻧﺗﺞ اﻟﻔﻌﻠﻲ ﯾﻣﺛل اﻟﺗﺻﻣﯾم واﺳم اﻟﻌﻼﻣﺔ اﻟﺗﺟﺎرﯾﺔ واﻟﺗﻌﺑﺋﺔ اﻟﺗﻲ ﺗوﻓر اﻟﻔﺎﺋدة اﻷﺳﺎﺳﯾﺔ ﻟﻠﻌﻣﯾل‬
Augmented product represents additional services or
benefits of the actual product.
.‫اﻟﻣﻧﺗﺞ اﻟﻣﻌزز ﯾﻣﺛل ﺧدﻣﺎت أو ﻓواﺋد إﺿﺎﻓﯾﺔ ﻟﻠﻣﻧﺗﺞ اﻟﻔﻌﻠﻲ‬
It is a good idea for the students to bring in some products so
the class can discuss the levels of product and services.
Products including Gatorade, toothpaste, facial moisturizer
or cosmetics work well in this discussion. You can often find
augmented product features on the product’s Web sites
including games, features and support.
5 © Pearson Education 2011

What Is a Product?
Product and Service Classifications ‫ﺗﺻﻧﯾﻔﺎت اﻟﺳﻠﻊ واﻟﺧدﻣﺎت‬
Consumer products
‫ﻣﻧﺗﺟﺎت اﺳﺗﮭﻼﻛﯾﺔ‬
Industrial products
‫ﻣﻧﺗﺟﺎت ﺻﻧﺎﻋﯾﺔ‬

What Is a Product?
Product and Service Classifications
Consumer products are products and services for personal

consumption..‫اﻟﻣﻧﺗﺟﺎت اﻻﺳﺗﮭﻼﻛﯾﺔ ھﻲ ﻣﻧﺗﺟﺎت وﺧدﻣﺎت ﻟﻼﺳﺗﮭﻼك اﻟﺷﺧﺻﻲ‬
Classified by how consumers go about buying them.
.‫ﻣﺻﻧﻔﺔ ﺣﺳب ﻛﯾﻔﯾﺔ ﻗﯾﺎم اﻟﻣﺳﺗﮭﻠﻛﯾن ﺑﺷراﺋﮭﺎ‬
• Convenience products ‫ﺳﻠﻊ اﺳﺗﻘراﺑﯾﺔ‬
• Shopping products ‫ﺳﻠﻊ ﺗﺳوق‬
• Specialty products ‫ﺳﻠﻊ ﺧﺎﺻﺔ‬
• Unsought products ‫ﺳﻠﻊ ﻓﺟﺎﺋﯾﺔ‬

What Is a Product?
Convenience products are consumer products and services

that the customer usually buys frequently, immediately, and
with a minimum comparison and buying effort.
‫اﻟﻣﻧﺗﺟﺎت اﻻﺳﺗﻘراﺑﯾﺔ ھﻲ ﺳﻠﻊ وﺧدﻣﺎت اﺳﺗﮭﻼﻛﯾﺔ ﯾﺷﺗرﯾﮭﺎ اﻟﻌﻣﯾل ﻋﺎدة ﺑﺷﻛل ﻣﺗﻛرر وﻋﻠﻰ اﻟﻔور‬
.‫وﺑﺄﻗل ﻗدر ﻣن اﻟﻣﻘﺎرﻧﺔ وﺟﮭد اﻟﺷراء‬
• Newspapers ‫اﻟﺟراﺋد واﻟﺻﺣف‬
• Candy ‫اﻟﺣﻠوﯾﺎت‬
• Fast food ‫اﻟطﻌﺎم اﻟﺳرﯾﻊ‬

What Is a Product?
‫ﺗﺻﻧﯾﻔﺎت اﻟﻣﻧﺗﺟﺎت واﻟﺧدﻣﺎت‬
Shopping products are consumer products and services that

the customer compares carefully on suitability, quality, price,
and style.
،‫ﻣﻧﺗﺟﺎت اﻟﺗﺳوق ھﻲ ﺳﻠﻊ وﺧدﻣﺎت اﺳﺗﮭﻼﻛﯾﺔ ﯾﻘوم اﻟﻌﻣﯾل ﺑﻣﻘﺎرﻧﺗﮭﺎ ﺑﻌﻧﺎﯾﺔ ﻣن ﺣﯾث اﻟﻣﻼءﻣﺔ‬
.‫ واﻟﺳﻌر واﻷﺳﻠوب‬،‫واﻟﺟودة‬
• Furniture ‫أﺛﺎث‬
• Cars ‫ﺳﯾﺎرات‬
• Appliances ‫اﻷﺟﮭزة‬

What Is a Product?
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.
‫اﻟﻣﻧﺗﺟﺎت اﻟﺧﺎﺻﺔ ھﻲ ﺳﻠﻊ وﺧدﻣﺎت اﺳﺗﮭﻼﻛﯾﺔ ذات ﺧﺻﺎﺋص ﻓرﯾدة أو ﺗﻌرﯾف ﻟﻠﻌﻼﻣﺔ اﻟﺗﺟﺎرﯾﺔ واﻟﺗﻲ‬
.‫ﺗرﻏب ﻣﺟﻣوﻋﺔ ﻛﺑﯾرة ﻣن اﻟﻣﺷﺗرﯾن ﻓﻲ ﺑذل ﺟﮭد ﺷراء ﺧﺎص ﻟﮭﺎ‬
• Medical services ‫ﺧدﻣﺎت طﺑﯾﺔ‬
• Designer clothes ‫ﺗﺻﻣﯾم ﻣﻼﺑس‬
• High-end electronics ‫اﻻﻟﻛﺗروﻧﯾﺎت اﻟراﻗﯾﺔ‬

What Is a Product?
Unsought products are consumer products that the

consumer does not know about or knows about but does not
normally think of buying.
‫ وﻟﻛﻧﮫ ﻻ‬،‫اﻟﻣﻧﺗﺟﺎت اﻟﻔﺟﺎﺋﯾﺔ اﻟﺷراء ھﻲ ﻣﻧﺗﺟﺎت اﺳﺗﮭﻼﻛﯾﺔ ﻻ ﯾﻌرف اﻟﻣﺳﺗﮭﻠك ﻋﻧﮭﺎ أو ﯾﻌرف ﻋﻧﮭﺎ‬
.‫ﯾﻔﻛر ﻋﺎدة ﻓﻲ ﺷراﺋﮭﺎ‬
• Life insurance ‫اﻟﺗﺄﻣﯾن ﻋﻠﻰ اﻟﺣﯾﺎة‬
• Funeral services ‫ﺧدﻣﺎت اﻟدﻓن‬
• Blood donations ‫اﻟﺗﺑرع ﺑﺎﻟدم‬

What is the classification of camera
This is a bit of a puzzle. They might realize that a camera could

fall into several categories depending on the buyer and the
situation. Certainly, if you are on vacation and you forgot
your camera, you would pick one up at a convenience store,
pharmacy, or maybe the hotel store. If you were a
professional photographer, a camera purchase could easily
be specialty if you were buying a $5,000 camera.

What Is a Product?
Industrial products are products purchased for further

processing or for use in conducting a business.
.‫اﻟﻣﻧﺗﺟﺎت اﻟﺻﻧﺎﻋﯾﺔ ھﻲ ﻣﻧﺗﺟﺎت ﺗم ﺷراؤھﺎ ﻟﻣزﯾد ﻣن اﻟﻣﻌﺎﻟﺟﺔ أو ﻻﺳﺗﺧداﻣﮭﺎ ﻓﻲ إدارة اﻷﻋﻣﺎل اﻟﺗﺟﺎرﯾﺔ‬
Classified by the purpose for which the product is purchased.
.‫ﻣﺻﻧﻔﺔ ﺣﺳب اﻟﻐرض اﻟذي ﺗم ﺷراء اﻟﻣﻧﺗﺞ ﻣن أﺟﻠﮫ‬
• Materials and parts ‫اﻟﻣواد واﻷﺟزاء‬
• Capital ‫راس اﻟﻣﺎل‬
• Supplies and services ‫اﻟﻣﺳﺗﻠزﻣﺎت واﻟﺧدﻣﺎت‬

What Is a Product?
Capital items are industrial products that aid in the buyer’s

production or operations.
.‫اﻟﻣﻌدات اﻟرأﺳﻣﺎﻟﯾﺔ ھﻲ ﻣﻧﺗﺟﺎت ﺻﻧﺎﻋﯾﺔ ﺗﺳﺎﻋد ﻓﻲ اﻹﻧﺗﺎج أو ﻋﻣﻠﯾﺎﺗﮫ‬
Materials and parts include raw materials and manufactured
materials and parts usually sold directly to industrial users.
‫اﻟﻣواد واﻷﺟزاء ﺗﺷﻣل اﻟﻣواد اﻟﺧﺎم واﻟﻣواد اﻟﻣﺻﻧﻌﺔ واﻷﺟزاء اﻟﺗﻲ ﺗﺑﺎع ﻋﺎدة ﻣﺑﺎﺷرة ﻟﻠﻣﺳﺗﺧدﻣﯾن‬
.‫اﻟﺻﻧﺎﻋﯾﯾن‬
Supplies and services include operating supplies, repair and
maintenance items, and business services.
.‫اﻟﻣﺳﺗﻠزﻣﺎت واﻟﺧدﻣﺎت ﺗﺷﻣل ﻣﺳﺗﻠزﻣﺎت اﻟﺗﺷﻐﯾل وﻋﻧﺎﺻر اﻹﺻﻼح واﻟﺻﯾﺎﻧﺔ وﺧدﻣﺎت اﻷﻋﻣﺎل‬

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.
‫ﺗﺳوﯾﻖ اﻟﻣﻧظﻣﺔ ﯾﻧﻛون ﻣن اﻷﻧﺷطﺔ اﻟﺗﻲ ﯾﺗم اﻟﻘﯾﺎم ﺑﮭﺎ ﻹﻧﺷﺎء أو اﻟﺣﻔﺎظ ﻋﻠﻰ أو ﺗﻐﯾﯾر ﻣواﻗف وﺳﻠوك‬
.‫اﻟﻣﺳﺗﮭﻠﻛﯾن اﻟﻣﺳﺗﮭدﻓﯾن ﺗﺟﺎه اﻟﻣﻧظﻣﺔ‬
Organization marketing example: The Al Rostamani Group’s ‘50
Years of Excellence’ campaign was launched to create
awareness about the group of companies’ strong heritage in
the region and to reinforce the values of ‘commitment and
care’ within the brand.
‫ ﻋﺎ ًﻣﺎ ﻣن اﻟﺗﻣﯾز" ﻟﻣﺟﻣوﻋﺔ اﻟرﺳﺗﻣﺎﻧﻲ ﻟﺧﻠﻖ اﻟوﻋﻲ ﺣول‬٥٠" ‫ ﺗم إطﻼق ﺣﻣﻠﺔ‬: ‫ﻣﺛﺎل ﻟﺗﺳوﯾﻖ اﻟﻣﻧظﻣﺔ‬
.‫اﻟﺗراث اﻟﻘوي ﻟﻣﺟﻣوﻋﺔ اﻟﺷرﻛﺎت ﻓﻲ اﻟﻣﻧطﻘﺔ وﺗﻌزﯾز ﻗﯾم "اﻻﻟﺗزام واﻟرﻋﺎﯾﺔ" داﺧل اﻟﻌﻼﻣﺔ اﻟﺗﺟﺎرﯾﺔ‬

What Is a Product?
Person marketing consists of activities undertaken to

create, maintain, or change attitudes and behavior of target
consumers toward particular people.
‫ﺗﺳوﯾﻖ اﻟﺷﺧص ﯾﺗﻛون ﻣن اﻷﻧﺷطﺔ اﻟﺗﻲ ﯾﺗم اﻟﻘﯾﺎم ﺑﮭﺎ ﻹﻧﺷﺎء أو اﻟﺣﻔﺎظ ﻋﻠﻰ أو ﺗﻐﯾﯾر ﻣواﻗف وﺳﻠوك‬
.‫اﻟﻣﺳﺗﮭﻠﻛﯾن اﻟﻣﺳﺗﮭدﻓﯾن ﺗﺟﺎه أﺷﺧﺎص ﻣﻌﯾﻧﯾن‬
Person marketing example: big-name companies—such as

Coca-Cola and Damas—have recently featured Nancy
Ajram, the award-winning Arabic pop star, in their
advertisements and promotions to promote their
business in the Arab youth market.
ً ‫ ﻣؤﺧرا‬- ‫ ﻣﺛل ﻛوﻛﺎ ﻛوﻻ وداﻣﺎس‬- ‫ ﻗﺎﻣت ﺷرﻛﺎت ذات أﺳﻣﺎء ﻛﺑﯾرة‬: ‫ﻣﺛﺎل ﻋﻠﻰ ﺗﺳوﯾﻖ اﻟﺷﺧص‬
‫ ﻓﻲ إﻋﻼﻧﺎﺗﮭﺎ وﻋروﺿﮭﺎ‬،‫ ﻧﺟﻣﺔ اﻟﺑوب اﻟﻌرﺑﯾﺔ اﻟﺣﺎﺋزة ﻋﻠﻰ ﺟواﺋز‬،‫ﺑﺈﺑراز ﻧﺎﻧﺳﻲ ﻋﺟرم‬
.‫اﻟﺗروﯾﺟﯾﺔ ﻟﻠﺗروﯾﺞ ﻷﻋﻣﺎﻟﮭﺎ ﻓﻲ ﺳوق اﻟﺷﺑﺎب اﻟﻌرﺑﻲ‬

What Is a Product
Place marketing consists of activities undertaken to create,

maintain, or change attitudes and behavior of target
consumers toward particular places.
‫ﺗﺳوﯾﻖ اﻟﻣﻛﺎن ﯾﺗﻛون ﻣن اﻷﻧﺷطﺔ اﻟﺗﻲ ﯾﺗم اﻟﻘﯾﺎم ﺑﮭﺎ ﻹﻧﺷﺎء أو اﻟﺣﻔﺎظ ﻋﻠﻰ أو ﺗﻐﯾﯾر ﻣواﻗف‬
.‫وﺳﻠوك اﻟﻣﺳﺗﮭﻠﻛﯾن اﻟﻣﺳﺗﮭدﻓﯾن ﺗﺟﺎه أﻣﺎﻛن ﻣﻌﯾﻧﺔ‬
Example 1 for Place marketing: “Malaysia Truly Asia” is a
tourist campaign for Malaysia
‫ "ﻣﺎﻟﯾزﯾﺎ آﺳﯾﺎ ﺣﻘﺎ" ھﻲ ﺣﻣﻠﺔ ﺳﯾﺎﺣﯾﺔ ﻟﻣﺎﻟﯾزﯾﺎ‬:‫اﻟﻣﺛﺎل اﻷول ﻋﻠﻲ ﺗﺳوﯾﻖ اﻟﻣﻛﺎن‬

Example ٢ for Place marketing
In March 2009, Dubai launched a huge global tourism
campaign to promote the Emirate internationally, themed
“Keep Discovering Dubai.” The campaign involved Emirates
Group, the Dubai Department of Tourism and Commerce
Marketing (DTCM), Dubai hoteliers, and Destination
Management Companies (DMCs). The campaign was a
significant investment for these partners, with an estimated
cost of around AED 50 million (US$13.6 million).
:‫اﻟﻣﺛﺎل اﻟﺛﺎﻧﻲ ﻋﻠﻲ ﺗﺳوﯾﻖ اﻟﻣﻛﺎن‬
‫ ﺗﺣت ﻋﻧوان‬،ً‫ أطﻠﻘت دﺑﻲ ﺣﻣﻠﺔ ﺳﯾﺎﺣﯾﺔ ﻋﺎﻟﻣﯾﺔ ﺿﺧﻣﺔ ﻟﻠﺗروﯾﺞ ﻟﻺﻣﺎرة دوﻟﯾﺎ‬،٢٠٠٩ ‫ﻓﻲ ﻣﺎرس‬
‫ وداﺋرة اﻟﺳﯾﺎﺣﺔ واﻟﺗﺳوﯾﻖ اﻟﺗﺟﺎري‬،‫ وﺷﺎرﻛت ﻓﻲ اﻟﺣﻣﻠﺔ ﻣﺟﻣوﻋﺔ اﻹﻣﺎرات‬."‫"واﺻل اﻛﺗﺷﺎف دﺑﻲ‬
‫ﻛﺑﯾرا‬ ً ‫ وﻗد ﺷﻛﻠت اﻟﺣﻣﻠﺔ اﺳﺗ‬.‫ وﺷرﻛﺎت إدارة اﻟوﺟﮭﺎت اﻟﺳﯾﺎﺣﯾﺔ‬،‫ وأﺻﺣﺎب اﻟﻔﻧﺎدق ﻓﻲ دﺑﻲ‬،‫ﺑدﺑﻲ‬
ً ‫ﺛﻣﺎرا‬
.(‫ ﻣﻠﯾون دوﻻر أﻣرﯾﻛﻲ‬١٣٫٦) ‫ ﻣﻠﯾون درھم إﻣﺎراﺗﻲ‬٥٠ ‫ ﺣﯾث ﺑﻠﻐت ﺗﻛﻠﻔﺗﮭﺎ ﺣواﻟﻲ‬،‫ﻟﮭؤﻻء اﻟﺷرﻛﺎء‬

What Is a Product
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.
‫اﻟﺗﺳوﯾﻖ اﻻﺟﺗﻣﺎﻋﻲ ھو اﺳﺗﺧدام ﻣﻔﺎھﯾم وأدوات اﻟﺗﺳوﯾﻖ اﻟﺗﺟﺎري ﻓﻲ اﻟﺑراﻣﺞ اﻟﻣﺻﻣﻣﺔ ﻟﻠﺗﺄﺛﯾر ﻋﻠﻰ‬
.‫ﺳﻠوك اﻷﻓراد ﻟﺗﺣﺳﯾن رﻓﺎھﯾﺗﮭم ورﻓﺎھﯾﺔ اﻟﻣﺟﺗﻣﻊ‬

Product and Service Decisions
‫ﻗرارات اﻟﻣﻧﺗﺞ واﻟﺧدﻣﺔ‬

Individual Product and Service Decisions
Product attributes are the benefits of the product or service.

.‫ﺳﻣﺎت اﻟﻣﻧﺗﺞ ھﻲ ﻓواﺋد اﻟﻣﻧﺗﺞ أو اﻟﺧدﻣﺔ‬
• Quality ‫اﻟﺟودة‬
• Features ‫اﻟﺧﺻﺎﺋص‬
• Style and design ‫اﻷﺳﻠوب واﻟﺗﺻﻣﯾم‬

‫ﻗرارات اﻟﻣﻧﺗﺟﺎت واﻟﺧدﻣﺎت اﻟﻔردﯾﺔ‬
Product quality includes level and consistency.

.‫ﺟودة اﻟﻣﻧﺗﺞ ﺗﺗﺿﻣن ﻣﺳﺗوى اﻷداء وﺛﺑﺎﺗﮫ‬
Quality level is the level of quality that supports the product’s
positioning.
‫ﻣﺳﺗوى اﻟﺟودة ھو ﻣﺳﺗوى اﻟﺟودة اﻟذي ﯾدﻋم وﺿﻊ اﻟﻣﻧﺗﺞ ﻓﻲ ذھن اﻟﻣﺳﺗﮭﻠك‬
Conformance quality is the product’s freedom from defects
and consistency in delivering a targeted level of performance.
.‫ﺗﺄﻛﯾد اﻟﺟودة ھﻲ ﺧﻠو اﻟﻣﻧﺗﺞ ﻣن اﻟﻌﯾوب واﻟﺛﺑﺎت ﻓﻲ ﺗﻘدﯾم ﻣﺳﺗوى اﻷداء اﻟﻣﺳﺗﮭدف‬

Product features are a competitive tool for differentiating a

product from competitors’ products.
.‫ﻣﻣﯾزات اﻟﻣﻧﺗﺞ ﺗﻌد أداة ﺗﻧﺎﻓﺳﯾﺔ ﻟﺗﻣﯾﯾز اﻟﻣﻧﺗﺞ ﻋن ﻣﻧﺗﺟﺎت اﻟﻣﻧﺎﻓﺳﯾن‬
Product features are assessed based on the value to the

customer versus the cost to the company.
.‫ﯾﺗم ﺗﻘﯾﯾم ﻣﯾزات اﻟﻣﻧﺗﺞ ﺑﻧﺎ ًء ﻋﻠﻰ اﻟﻘﯾﻣﺔ اﻟﺗﻲ ﯾﺗﺣﻣﻠﮭﺎ اﻟﻌﻣﯾل ﻣﻘﺎﺑل اﻟﺗﻛﻠﻔﺔ اﻟﺗﻲ ﺗﺗﺣﻣﻠﮭﺎ اﻟﺷرﻛﺔ‬

Style describes the appearance of the product.

.‫ﺷﻛل اﻟﻣﻧﺗﺞ ﯾﺻف ﻣظﮭر اﻟﻣﻧﺗﺞ اﻟﺧﺎرﺟﻲ‬
Design contributes to a product’s usefulness as well as to its
looks.
.‫اﻟﺗﺻﻣﯾم ﯾﺳﺎھم ﻓﻲ اﻻﺳﺗﻔﺎدة ﻣن اﻟﻣﻧﺗﺞ وﻛذﻟك ﻓﻲ ﻣظﮭره‬
https://www.dyson.sa/en-SA/
This weblink displays Dyson’s unique style and design
‫ﯾﻌرض راﺑط اﻟوﯾب ھذا أﺳﻠوب داﯾﺳون وﺗﺻﻣﯾﻣﮫ اﻟﻔرﯾدﯾن‬

Brand is the name, term, sign, or design—or a combination of

these—that identifies the maker or seller of a product or service.
‫ اﻟذي ﯾﺣدد ﺻﺎﻧﻊ أو‬- ‫ أو ﻣزﯾﺞ ﻣن ذﻟك‬- ‫ أو اﻟﺗﺻﻣﯾم‬،‫ أو اﻟﻌﻼﻣﺔ‬،‫ أو اﻟﻣﺻطﻠﺢ‬،‫اﻟﻌﻼﻣﺔ اﻟﺗﺟﺎرﯾﺔ ھﻲ اﻻﺳم‬
.‫ﺑﺎﺋﻊ اﻟﻣﻧﺗﺞ أو اﻟﺧدﻣﺔ‬
Brand equity is the differential effect that the brand name has on
customer response to the product and its marketing.
‫ﻣﻠﻛﯾﺔ اﻟﻌﻼﻣﺔ اﻟﺗﺟﺎرﯾﺔ ھﻲ اﻟﺗﺄﺛﯾر اﻟﺗﻔﺎﺿﻠﻲ اﻟذي ﯾﺣدﺛﮫ اﺳم اﻟﻌﻼﻣﺔ اﻟﺗﺟﺎرﯾﺔ ﻋﻠﻰ اﺳﺗﺟﺎﺑﺔ اﻟﻌﻣﻼء ﻟﻠﻣﻧﺗﺞ‬
.‫وطرق ﺗﺳوﯾﻘﮫ‬
Web link to P&G’s website presenting the different brands they
offer. https://us.pg.com/
.‫ اﻟذي ﯾﻌرض اﻟﻌﻼﻣﺎت اﻟﺗﺟﺎرﯾﺔ اﻟﻣﺧﺗﻠﻔﺔ اﻟﺗﻲ ﺗﻘدﻣﮭﺎ‬P&G ‫راﺑط اﻟوﯾب ﻟﻣوﻗﻊ ﺷرﻛﺔ‬

Discussion Questions
assignment
What brands do you tend to purchase

consistently? Why?
This discussion should lead to the consumer benefits of brands
including quality and consistency. It is interesting to now
ask students what the benefits might be for the seller of
having a strong brand. This will include segmentation,
positioning, and the ability to communicate product features

Packaging involves designing and producing the container or

wrapper for a product.
.‫اﻟﺗﻌﺑﺋﺔ واﻟﺗﻐﻠﯾف ﺗﺗﺿﻣن ﺗﺻﻣﯾم وإﻧﺗﺎج اﻟﺣﺎوﯾﺔ أو اﻟﻐﻼف ﻟﻠﻣﻧﺗﺞ‬
Innovative packaging can give a company an advantage over
competitors and boost sales. With Heinz’s ‘refrigerator-door-fit’
bottle, Heinz ketchup sales jumped 12 percent in the four months
following its introduction.
‫ وﻣﻊ زﺟﺎﺟﺔ ھﺎﯾﻧز "اﻟﻣﻼﺋﻣﺔ‬.‫اﻟﺗﻐﻠﯾف اﻟﻣﺑﺗﻛر ﯾﻣﻛن أن ﯾﻣﻧﺢ اﻟﺷرﻛﺔ ﻣﯾزة ﻋﻠﻰ اﻟﻣﻧﺎﻓﺳﯾن وﯾﻌزز اﻟﻣﺑﯾﻌﺎت‬
.‫ ﺑﺎﻟﻣﺎﺋﺔ ﻓﻲ اﻷﺷﮭر اﻷرﺑﻌﺔ اﻟﺗﻲ ﺗﻠت طرﺣﮫ‬١٢ ‫ ﻗﻔزت ﻣﺑﯾﻌﺎت ﻛﺎﺗﺷب ھﺎﯾﻧز ﺑﻧﺳﺑﺔ‬،"‫ﻟﺑﺎب اﻟﺛﻼﺟﺔ‬
Labels identify the product or brand, describe attributes, and
provide promotion.
‫ وﺗروج‬،‫ وﺗﺻف اﻟﺳﻣﺎت‬،‫اﻟﻣﻠﺻﻘﺎت)اﻟﺗﺑﯾﯾن( ھﻲ اﻟوﺳﯾﻠﺔ اﻟﺗﻲ ﺗﻌرف اﻟﻣﺳﺗﮭﻠك ﺑﺎﻟﻣﻧﺗﺞ أو اﻟﻌﻼﻣﺔ اﻟﺗﺟﺎرﯾﺔ‬
.‫ﻟﮭﺎ‬

Product support services augment actual products.
.‫ﺗﻌﻣل ﺧدﻣﺎت دﻋم اﻟﻣﻧﺗﺞ ﻋﻠﻰ ﺗﻌزﯾز ﺧﺻﺎﺋص اﻟﻣﻧﺗﺞ اﻟﻔﻌﻠﻲ‬
Companies must continually:‫ﯾﺟب ﻋﻠﻰ اﻟﺷرﻛﺎت ﺑﺎﺳﺗﻣرار‬
Assess the value of current services to obtain ideas for new ones.
.‫ﺗﻘﯾﯾم ﻗﯾﻣﺔ اﻟﺧدﻣﺎت اﻟﺣﺎﻟﯾﺔ ﻟﻠﺣﺻول ﻋﻠﻰ أﻓﻛﺎر ﻟﺧدﻣﺎت ﺟدﯾدة‬
Assess the costs of providing these services.
.‫ﺗﻘﯾﯾم ﺗﻛﺎﻟﯾف ﺗﻘدﯾم ھذه اﻟﺧدﻣﺎت‬
Develop a package of services to satisfy customers and provide
profit to the company.
.‫ﺗطوﯾر ﺣزﻣﺔ ﻣن اﻟﺧدﻣﺎت ﻹرﺿﺎء اﻟﻌﻣﻼء وﺗﺣﻘﯾﻖ اﻟرﺑﺢ ﻟﻠﺷرﻛﺔ‬

Case Hewlett-Packard (HP)
Product support services: Hewlett-Packard (HP) promises

“HP Total Care— expert help for every stage of your
computer’s life. From choosing it, to configuring it, to
protecting it, to tuning it up—all the way to recycling it.”
HP Total Care - " ‫ﺑﺗﻘدﯾم‬Hewlett-Packard (HP) ‫ ﺗﻌد ﺷرﻛﺔ‬:‫ﺧدﻣﺎت دﻋم اﻟﻣﻧﺗﺞ‬
،‫ إﻟﻰ ﺗﻛوﯾﻧﮫ‬،‫ ﻣن اﺧﺗﯾﺎره‬.‫ﻣﺳﺎﻋدة اﻟﺧﺑراء ﻓﻲ ﻛل ﻣرﺣﻠﺔ ﻣن ﺣﯾﺎة ﺟﮭﺎز اﻟﻛﻣﺑﯾوﺗر اﻟﺧﺎص ﺑك‬
.‫ وﺻوﻻً إﻟﻰ إﻋﺎدة ﺗدوﯾره‬،‫ إﻟﻰ ﺿﺑطﮫ‬،‫إﻟﻰ ﺣﻣﺎﯾﺗﮫ‬

Product Line Decisions
Product line is a group of products that are closely related

because they function in a similar manner, are sold to the
same customer groups, are marketed through the same types
of outlets, or fall within given price ranges.
ً ‫ﺧط اﻹﻧﺗﺎج ھو ﻣﺟﻣوﻋﺔ ﻣن اﻟﻣﻧﺗﺟﺎت اﻟﺗﻲ ﺗرﺗﺑط ارﺗﺑﺎ‬
‫ أو ﺗﺑﺎع‬،‫طﺎ وﺛﯾﻘًﺎ ﻷﻧﮭﺎ ﺗﻌﻣل ﺑطرﯾﻘﺔ ﻣﻣﺎﺛﻠﺔ‬
‫ أو ﺗﻘﻊ ﺿﻣن ﻧطﺎﻗﺎت أﺳﻌﺎر‬،‫ أو ﯾﺗم ﺗﺳوﯾﻘﮭﺎ ﻣن ﺧﻼل ﻧﻔس أﻧواع اﻟﻣﻧﺎﻓذ‬،‫ﻟﻧﻔس ﻣﺟﻣوﻋﺎت اﻟﻌﻣﻼء‬
.‫ﻣﻌﯾﻧﺔ‬

Product line length is the number of items in the product line.
‫طول ﺧط اﻟﻣﻧﺗﺞ ھو ﻋدد اﻟﻌﻧﺎﺻر اﻟﻣوﺟودة ﻓﻲ ﺧط اﻟﻣﻧﺗﺞ‬
• Product line filling occurs when companies add more items
within the present range of the line.
.‫• ﻣلء ﺧط اﻹﻧﺗﺎج ﯾﺣدث ﻋﻧدﻣﺎ ﺗﺿﯾف اﻟﺷرﻛﺎت اﻟﻣزﯾد ﻣن اﻟﻌﻧﺎﺻر ﺿﻣن اﻟﻧطﺎق اﻟﺣﺎﻟﻲ ﻟﻠﺧط‬
• Product line stretching is when a company lengthens its
product line beyond its current range.
.‫• ﺗوﺳﯾﻊ ﺧط اﻹﻧﺗﺎج ﯾﺗم ﻋﻧدﻣﺎ ﺗﻘوم اﻟﺷرﻛﺔ ﺑﺈطﺎﻟﺔ ﺧط إﻧﺗﺎﺟﮭﺎ إﻟﻰ ﻣﺎ ھو أﺑﻌد ﻣن ﻧطﺎﻗﮭﺎ اﻟﺣﺎﻟﻲ‬
• Types of Product line stretching ‫أﻧواع ﺗوﺳﯾﻊ ﺧط اﻹﻧﺗﺎج‬
- Downward stretching ‫اﻟﺗوﺳﻊ او اﻟﺗﻣدد ﻧﺣو اﻷﺳﻔل‬
- Upward stretching ‫اﻟﺗوﺳﻊ او اﻟﺗﻣدد إﻟﻰ اﻷﻋﻠﻰ‬
- Both directions ‫ﻛﻼ اﻻﺗﺟﺎھﯾن‬
• Downward product line stretching is used by companies at

the upper end of the market to plug a market hole or respond
to a competitor’s attack.
‫ﯾﺗم اﺳﺗﺧدام ﺗﻣدﯾد ﺧط اﻹﻧﺗﺎج اﻟﮭﺑوطﻲ ﻣن ﻗﺑل اﻟﺷرﻛﺎت ﻓﻲ اﻟطرف اﻟﻌﻠوي ﻣن اﻟﺳوق ﻟﺳد ﻓﺟوة‬ •
.‫اﻟﺳوق أو اﻟرد ﻋﻠﻰ ھﺟوم اﻟﻣﻧﺎﻓس‬
• Upward product line stretching is by companies at the
lower end of the market to add prestige to their current
products.
‫ﯾﺗم ﺗوﺳﯾﻊ ﺧط اﻹﻧﺗﺎج اﻟﺗﺻﺎﻋدي ﻣن ﻗﺑل اﻟﺷرﻛﺎت اﻟﻣوﺟودة ﻓﻲ اﻟطرف اﻷدﻧﻰ ﻣن اﻟﺳوق ﻹﺿﺎﻓﺔ‬ •
.‫ﻣﻛﺎﻧﺔ ﻟﻣﻧﺗﺟﺎﺗﮭﺎ اﻟﺣﺎﻟﯾﺔ‬

• Combination line stretching is used by companies in the

middle range of the market to achieve both goals of upward
and downward line stretching.
‫ﯾﺗم اﺳﺗﺧدام ﺗﻣدﯾد اﻟﺧط اﻟﻣﺧﺗﻠط ﻣن ﻗﺑل اﻟﺷرﻛﺎت ﻓﻲ اﻟﻧطﺎق اﻟﻣﺗوﺳط ﻟﻠﺳوق ﻟﺗﺣﻘﯾﻖ ھدﻓﻲ ﺗﻣدﯾد اﻟﺧط‬ •
.‫ﻷﻋﻠﻰ وﻷﺳﻔل‬
• Product line filling occurs when companies add more items
within the present range of the line.
.‫ﯾﺣدث ﻣلء ﺧط اﻹﻧﺗﺎج ﻋﻧدﻣﺎ ﺗﺿﯾف اﻟﺷرﻛﺎت اﻟﻣزﯾد ﻣن اﻟﻌﻧﺎﺻر ﺿﻣن اﻟﻧطﺎق اﻟﺣﺎﻟﻲ ﻟﻠﺧط‬ •

Product Mix Decisions
Product mix consists of all the products and items that a

particular seller offers for sale.
• Width
• Length
• Depth
• Consistency

Product mix width is the number of different product lines
the company carries.
.‫اﺗﺳﺎع ﻣزﯾﺞ اﻟﻣﻧﺗﺟﺎت ھو ﻋدد ﺧطوط اﻹﻧﺗﺎج اﻟﻣﺧﺗﻠﻔﺔ اﻟﺗﻲ ﺗﺣﻣﻠﮭﺎ اﻟﺷرﻛﺔ‬
Product mix length is the total number of items the company
carries within its product lines.
.‫طول ﻣزﯾﺞ اﻟﻣﻧﺗﺟﺎت ھو إﺟﻣﺎﻟﻲ ﻋدد اﻟﻌﻧﺎﺻر اﻟﺗﻲ ﺗﺣﻣﻠﮭﺎ اﻟﺷرﻛﺔ ﺿﻣن ﺧطوط إﻧﺗﺎﺟﮭﺎ‬
Product mix depth is the number of versions offered of each
product in the line.
.‫ﻋﻣﻖ ﻣزﯾﺞ اﻟﻣﻧﺗﺟﺎت ھو ﻋدد اﻹﺻدارات اﻟﻣﻘدﻣﺔ ﻟﻛل ﻣﻧﺗﺞ ﻓﻲ اﻟﺧط‬
Consistency is how closely the various product lines are in
end use, production requirements, or distribution channels.
‫اﻻﺗﺳﺎق ھو ﻣدى ﻗرب ﺧطوط اﻹﻧﺗﺎج اﻟﻣﺧﺗﻠﻔﺔ ﻣن اﻣﺎﻛن اﻻﺳﺗﺧدام اﻟﻧﮭﺎﺋﻲ أو ﻣﺗطﻠﺑﺎت اﻹﻧﺗﺎج أو‬
.‫ﻗﻧوات اﻟﺗوزﯾﻊ‬

Case:Colgate
Colgate offers both product mix length and product mix depth.
Colgate toothpaste comes in 13 varieties: Colgate Total,
Colgate Tartar Control, Colgate 2-in-1, Colgate Cavity
Protection, Colgate Sensitive, Colgate Fresh Confidence,
Colgate Max Fresh, Colgate Simply White, Colgate Sparkling
White, Colgate Kids Toothpaste, Colgate Luminous, Colgate
Baking Soda & Peroxide, and Ultrabrite. Then each variety
comes in its own special forms and formulation.
١٣ ‫ ﯾﺄﺗﻲ ﻣﻌﺟون أﺳﻧﺎن ﻛوﻟﺟﯾت ﻓﻲ‬.‫ﺗﻘدم ﻛوﻟﺟﯾت ﻛﻼ ﻣن طول ﻣزﯾﺞ اﻟﻣﻧﺗﺞ وﻋﻣﻖ ﻣزﯾﺞ اﻟﻣﻧﺗﺞ‬
،‫ ﻛوﻟﺟﯾت ﺣﻣﺎﯾﺔ اﻟﺗﺟوﯾف‬،١ ‫ ﻓﻲ‬٢ ‫ ﻛوﻟﺟﯾت‬،‫ ﻛوﻟﺟﯾت ﺗرﺗﺎر ﻛوﻧﺗرول‬،‫ ﻛوﻟﺟﯾت ﺗوﺗﺎل‬:‫ﻋﺎ‬ ً ‫ﻧو‬
،‫ ﻛوﻟﺟﯾت ﺳﯾﻣﺑﻠﻲ واﯾت‬،‫ ﻛوﻟﺟﯾت ﻣﺎﻛس ﻓرﯾش‬،‫ ﻛوﻟﺟﯾت ﻓرﯾش ﻛوﻧﻔﯾدﻧس‬،‫ﻛوﻟﺟﯾت اﻟﺣﺳﺎﺳﺔ‬
‫ وﻛوﻟﺟﯾت ﺑﯾﻛﻧﺞ‬.‫ ﻛوﻟﺟﯾت ﻟوﻣﯾﻧوس‬،‫ ﻣﻌﺟون أﺳﻧﺎن ﻛوﻟﺟﯾت ﻟﻸطﻔﺎل‬،‫ﻛوﻟﺟﯾت ﺳﺑﺎرﻛﻠﯾﻧﺞ واﯾت‬
.‫ ﺛم ﯾﺄﺗﻲ ﻛل ﺻﻧف ﺑﺄﺷﻛﺎﻟﮫ وﺗرﻛﯾﺑﺗﮫ اﻟﺧﺎﺻﺔ‬.‫ﺻودا وﺑﯾروﻛﺳﯾد وأﻟﺗراﺑراﯾت‬

Services Marketing
Types of Service Industries
• Government
• Private not-for-profit organizations
• Business services

Services Marketing

Intangibility refers to the fact that services cannot be seen,
tasted, felt, heard, or smelled before they are purchased.
‫ﻋدم اﻟﻣﻠﻣوﺳﯾﺔ ﺗﺷﯾر إﻟﻰ ﺣﻘﯾﻘﺔ أن اﻟﺧدﻣﺎت ﻻ ﯾﻣﻛن رؤﯾﺗﮭﺎ أو ﺗذوﻗﮭﺎ أو اﻟﺷﻌور ﺑﮭﺎ أو ﺳﻣﺎﻋﮭﺎ أو ﺷﻣﮭﺎ‬
.‫ﻗﺑل ﺷراﺋﮭﺎ‬
Inseparability refers to the fact that services cannot be
separated from their providers.
.‫اﻟﺗﻼزﻣﯾﺔ او ﻋدم اﻻﻧﻔﺻﺎل ﺗﺷﯾر إﻟﻰ ﺣﻘﯾﻘﺔ أﻧﮫ ﻻ ﯾﻣﻛن ﻓﺻل اﻟﺧدﻣﺎت ﻋن ﻣﻘدﻣﯾﮭﺎ‬
Variability refers to the fact that service quality depends on who
provides the services as well as when, where, and how they
are provided.
.‫اﻟﺗﺑﺎﯾن ﯾﺷﯾر إﻟﻰ ﺣﻘﯾﻘﺔ أن ﺟودة اﻟﺧدﻣﺔ ﺗﻌﺗﻣد ﻋﻠﻰ ﻣن ﯾﻘدم اﻟﺧدﻣﺎت وﻛذﻟك ﻣﺗﻰ وأﯾن وﻛﯾف ﯾﺗم ﺗﻘدﯾﻣﮭﺎ‬
Perishability refers to the fact that services cannot be stored for
later sale or use.
‫ﻋدم اﻟﻘﺎﺑﻠﯾﺔ ﻟﻠﺗﺧزﯾن او اﻟﻘﺎﺑﻠﯾﺔ ﻟﻠﺗﻠف ﺗﺷﯾر إﻟﻰ ﺣﻘﯾﻘﺔ أﻧﮫ ﻻ ﯾﻣﻛن ﺗﺧزﯾن اﻟﺧدﻣﺎت ﻟﻠﺑﯾﻊ أو اﻻﺳﺗﺧدام‬
.‫ﻻﺣﻘًﺎ‬

Services Marketing
Marketing Strategies for Service Firms
In addition to traditional marketing strategies, service firms often

require additional strategies.
.‫ ﻏﺎﻟﺑﺎ ﻣﺎ ﺗﺗطﻠب ﺷرﻛﺎت اﻟﺧدﻣﺎت اﺳﺗراﺗﯾﺟﯾﺎت إﺿﺎﻓﯾﺔ‬،‫ﺑﺎﻹﺿﺎﻓﺔ إﻟﻰ اﺳﺗراﺗﯾﺟﯾﺎت اﻟﺗﺳوﯾﻖ اﻟﺗﻘﻠﯾدﯾﺔ‬
• Service-profit chain ‫ﺳﻠﺳﻠﺔ اﻟرﺑﺢ اﻟﺧدﻣﻲ‬
• Internal marketing ‫اﻟﺗﺳوﯾﻖ اﻟداﺧﻠﻲ‬
• Interactive marketing ‫اﻟﺗﺳوﯾﻖ اﻟﺗﻔﺎﻋﻠﻲ‬

Services Marketing
‫اﺳﺗراﺗﯾﺟﯾﺎت اﻟﺗﺳوﯾﻖ ﻟﺷرﻛﺎت اﻟﺧدﻣﺎت‬
Service-profit chain links service firm profits with employee
and customer satisfaction.
.‫ﺳﻠﺳﻠﺔ اﻟرﺑﺢ اﻟﺧدﻣﻲ ﺗرﺑط أرﺑﺎح ﺷرﻛﺎت اﻟﺧدﻣﺔ ﺑرﺿﺎ اﻟﻣوظﻔﯾن واﻟﻌﻣﻼء‬
• Internal service quality ‫ﺟودة اﻟﺧدﻣﺔ اﻟداﺧﻠﯾﺔ‬
• Satisfied and productive service employees
‫•ﻣوظﻔو اﻟﺧدﻣﺔ راﺿون وﻣﻧﺗﺟون‬
• Greater service value ‫ﻗﯾﻣﺔ ﺧدﻣﺔ أﻛﺑر‬
• Satisfied and loyal customers ‫اﻟﻌﻣﻼء اﻟراﺿﯾن واﻟﻣﺧﻠﺻﯾن‬
• Healthy service profits and growth ‫أرﺑﺎح اﻟﺧدﻣﺔ اﻟﺻﺣﯾﺔ واﻟﻧﻣو‬

Services Marketing
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.
‫اﻟﺗﺳوﯾﻖ اﻟداﺧﻠﻲ ﯾﻌﻧﻲ أﻧﮫ ﯾﺟب ﻋﻠﻰ ﺷرﻛﺎت اﻟﺧدﻣﺎت ﺗوﺟﯾﮫ وﺗﺣﻔﯾز ﻣوظﻔﻲ اﻻﺗﺻﺎل ﺑﻌﻣﻼﺋﮭﺎ ودﻋم‬
.‫ﻣوظﻔﻲ اﻟﺧدﻣﺔ ﻟﻠﻌﻣل ﻛﻔرﯾﻖ واﺣد ﻟﺗوﻓﯾر رﺿﺎ اﻟﻌﻣﻼء‬
Internal marketing must precede external marketing.
.‫اﻟﺗﺳوﯾﻖ اﻟداﺧﻠﻲ ﯾﺟب أن ﯾﺳﺑﻖ اﻟﺗﺳوﯾﻖ اﻟﺧﺎرﺟﻲ‬

Services Marketing
Interactive marketing means that service quality depends

heavily on the quality of the buyer-seller interaction during the
service encounter.
‫اﻟﺗﺳوﯾﻖ اﻟﺗﻔﺎﻋﻠﻲ ﯾﻌﻧﻲ أن ﺟودة اﻟﺧدﻣﺔ ﺗﻌﺗﻣد ﺑﺷﻛل ﻛﺑﯾر ﻋﻠﻰ ﺟودة اﻟﺗﻔﺎﻋل ﺑﯾن اﻟﻣﺷﺗري واﻟﺑﺎﺋﻊ أﺛﻧﺎء‬
.‫ﻟﻘﺎء اﻟﺧدﻣﺔ‬
• Service differentiation ‫ﺗﻣﺎﯾز اﻟﺧدﻣﺔ‬
• Service quality ‫ﺟودة اﻟﺧدﻣﺔ‬
• Service productivity ‫إﻧﺗﺎﺟﯾﺔ اﻟﺧدﻣﺔ‬

Services Marketing

Services Marketing
Managing service differentiation creates a competitive

advantage from the offer, delivery, and image of the service.
.‫إدارة ﺗﻣﺎﯾز اﻟﺧدﻣﺔ ﺗﺧﻠﻖ ﻣﯾزة ﺗﻧﺎﻓﺳﯾﺔ ﻣن اﻟﻌرض واﻟﺗﺳﻠﯾم وﺻورة اﻟﺧدﻣﺔ‬
Offer can include distinctive features.
.‫ﯾﻣﻛن أن ﯾﺷﻣل اﻟﻌرض ﺧﺻﺎﺋص ﻣﻣﯾزة‬
Delivery can include more able and reliable customer contact
people, environment, or process.
.‫ﺻﺎ أو ﺑﯾﺋﺔ أو ﻋﻣﻠﯾﺔ أﻛﺛر ﻗدرة وﻣوﺛوﻗﯾﺔ ﻟﻼﺗﺻﺎل ﺑﺎﻟﻌﻣﻼء‬
ً ‫ﯾﻣﻛن أن ﯾﺷﻣل اﻟﺗﺳﻠﯾم أﺷﺧﺎ‬
Image can include symbols and branding.
.‫رﻣوزا وﻋﻼﻣﺎت ﺗﺟﺎرﯾﺔ‬
ً ‫ﯾﻣﻛن أن ﺗﺗﺿﻣن اﻟﺻورة‬

Services Marketing
Managing service quality provides a competitive advantage

by delivering consistently higher quality than its competitors.
.‫ﺗوﻓر إدارة ﺟودة اﻟﺧدﻣﺔ ﻣﯾزة ﺗﻧﺎﻓﺳﯾﺔ ﻣن ﺧﻼل ﺗﻘدﯾم ﺟودة أﻋﻠﻰ ﺑﺎﺳﺗﻣرار ﻣن ﻣﻧﺎﻓﺳﯾﮭﺎ‬
Service quality always varies depending on interactions
between employees and customers.
.‫ﺗﺧﺗﻠف ﺟودة اﻟﺧدﻣﺔ داﺋ ًﻣﺎ اﻋﺗﻣﺎدًا ﻋﻠﻰ درﺟﺔ اﻟﺗﻔﺎﻋﻼت ﺑﯾن اﻟﻣوظﻔﯾن واﻟﻌﻣﻼء‬

Services Marketing
Managing service productivity refers to the cost side of

marketing strategies for service firms.
.‫ﺗﺷﯾر إدارة إﻧﺗﺎﺟﯾﺔ اﻟﺧدﻣﺔ إﻟﻰ ﺟﺎﻧب اﻟﺗﻛﻠﻔﺔ ﻓﻲ اﺳﺗراﺗﯾﺟﯾﺎت اﻟﺗﺳوﯾﻖ ﻟﺷرﻛﺎت اﻟﺧدﻣﺎت‬
•Employee recruiting, hiring, and training strategies
‫•اﺳﺗراﺗﯾﺟﯾﺎت ﺗوظﯾف وﺗوظﯾف وﺗدرﯾب اﻟﻣوظﻔﯾن‬
•Service quantity and quality strategies
‫•ﻛﻣﯾﺔ اﻟﺧدﻣﺔ واﺳﺗراﺗﯾﺟﯾﺎت اﻟﺟودة‬

Chapter 8 Product

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Chapter 8 Product

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Ch 8 -0 Copyright © 2011 Pearson Education

Lecturer: Insert your name here

Ch 8 -1 Copyright © 2011 Pearson Education

8.1 What Is a Product?

Ch 8 -2 Copyright © 2011 Pearson Education

Product is anything that can be offered in a market for attention,

Ch 8 -3 Copyright © 2011 Pearson Education

Ch 8 -4 Copyright © 2011 Pearson Education

5 © Pearson Education 2011

Ch 8 -6 Copyright © 2011 Pearson Education

Consumer products are products and services for personal

Ch 8 -7 Copyright © 2011 Pearson Education

Convenience products are consumer products and services

Ch 8 -8 Copyright © 2011 Pearson Education

Shopping products are consumer products and services that

Ch 8 -9 Copyright © 2011 Pearson Education

Specialty products are consumer products and services with

Ch 8 -10 Copyright © 2011 Pearson Education

Unsought products are consumer products that the

Ch 8 -11 Copyright © 2011 Pearson Education

This is a bit of a puzzle. They might realize that a camera could

12 © Pearson Education 2011

Industrial products are products purchased for further

Ch 8 -13 Copyright © 2011 Pearson Education

Capital items are industrial products that aid in the buyer’s

Ch 8 -14 Copyright © 2011 Pearson Education

Organization marketing consists of activities undertaken to

Ch 8 -15 Copyright © 2011 Pearson Education

Person marketing consists of activities undertaken to

Person marketing example: big-name companies—such as

Ch 8 -16 Copyright © 2011 Pearson Education

Place marketing consists of activities undertaken to create,

Ch 8 -17 Copyright © 2011 Pearson Education

18 © Pearson Education 2011

Social marketing is the use of commercial marketing

Ch 8 -19 Copyright © 2011 Pearson Education

Ch 8 -20 Copyright © 2011 Pearson Education

Product attributes are the benefits of the product or service.

Ch 8 -21 Copyright © 2011 Pearson Education

Product quality includes level and consistency.

Ch 8 -22 Copyright © 2011 Pearson Education

Product features are a competitive tool for differentiating a

Product features are assessed based on the value to the

Ch 8 -23 Copyright © 2011 Pearson Education

Style describes the appearance of the product.

Ch 8 -24 Copyright © 2011 Pearson Education

Brand is the name, term, sign, or design—or a combination of

Ch 8 -25 Copyright © 2011 Pearson Education

What brands do you tend to purchase

26 © Pearson Education 2011

Packaging involves designing and producing the container or

Ch 8 -27 Copyright © 2011 Pearson Education

Ch 8 -28 Copyright © 2011 Pearson Education

Product support services: Hewlett-Packard (HP) promises

29 © Pearson Education 2011

Product line is a group of products that are closely related

Ch 8 -30 Copyright © 2011 Pearson Education

• Downward product line stretching is used by companies at

Ch 8 -32 Copyright © 2011 Pearson Education

• Combination line stretching is used by companies in the

Ch 8 -33 Copyright © 2011 Pearson Education

Product mix consists of all the products and items that a

Ch 8 -34 Copyright © 2011 Pearson Education