UNIT 8: PRODUCT, SERVICES, AND BRANDS

What is a Definition Product

Product

Service

Products, services
and experiences

Levels of Product Core customer

and Services value

Actual Product

Augmented
product

Product and Consumer Convenience

Service product product
Classifications

shopping
product

specific product

Unsought
product

Industrial
product

Organization, organization
persons, marketing
places, and
ideas

corporate image
marketing

personal
marketing

place marketing

ideas

Product and Individual Product Product and Product quality

Service and Service Service
Decisions Decisions Attribites

Product Style
and Design
 Branding

Packaging

Labeling ang
Logos

Products
Support
Services

Product Line Product line

Decisions length

Product line
filling

Product line
stretching

Product Mix Product mix

Decisions width

Product mix
length

Product mix
dept

Product mix
consistency

Services The Nature and Service

Marketing Characteristics of intangible
a Service

Service
Inseparability

Service
Variability

Service
Perishability

Marketing
Strategies for
Service Firms

The Service Profit Five links of this

Chain chain

Internal
maketing

Interactive
 marketing

Managing
Service
Differentiation

Managing
Service Quality

Managing
Service
Productivity

Branding Brand Equity and Brand Equity

Strategy: Brand Value
Building
Strong
Brands

Brand Value

Building Strong Brand

Brands Positioning

Brand Name
Selection

Brand National Brands

Sponsorship vs Store Brand

Co–branding

Brand Line Extensions

Development

Brand
Extensions

Multibrands

New Brands

Managing
Brands