Professional Documents
Culture Documents
Chpter 12
Chpter 12
Setting Product
Strategy
Durability
Tangibility
Use
Nondurable goods
Durable goods
Services
Convenience
Shopping
Specialty
Unsought
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance and repair
Returns
Item
Product type
Product line
Product class
Product family
Need family
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-15
Product Systems and Mixes
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch
Product-line pricing
Optional-feature pricing
Captive-product pricing
Two-part pricing
By-product pricing
Product-bundling pricing