Professional Documents
Culture Documents
PRINCIPLES OF MARKETING
Chapter 8
Installation
Packaging
Brand Features
Name Core
Benefit After-
Delivery
Sale
& Credit or
Service
Quality Service Design
Level
Warranty
Actual Core
Product Product
Product Classifications 8-4
Consumer Products
Convenience Products Shopping Products
> Buy frequently & immediately > Buy less frequently
> Low priced > Gather product information
> Many purchase locations > Fewer purchase locations
> Includes: > Compare for:
• Staple goods • Suitability & Quality
• Impulse goods • Price & Style
• Emergency goods
Industrial Products
Materials
and
Parts
Capital
Items
Supplies
and
Services
Product Classifications 8-6
Product Attributes
Branding
Packaging
Labeling
Decisions
Quality Features
Design
Brands 8-9
Credibility Awareness
Major Brand Decisions 8-10
Brand Sponsor
Manufacturer’s Brand
Private Brand
Licensed Brand
Co-branding
Brand Strategy
Line Extensions
Brand Extensions
Multibrands
New Brands
Brand Strategy 8-11
Product Category
Existing New
Brand Name
New
New Multibrands
Brands
Brand Strategy 8-12
• Line Extension
–Existing brand names extended to new
forms, sizes, and flavors of an existing
product category.
• Brand Extension
–Existing brand names extended to new
product categories.
• Multibrands
–New brand names introduced in the same
product category.
• New Brands
–New brand names in new product categories.
Packaging 8-13
Competitive
Advantages
Sales Product
Tasks Packaging Safety
Describes
Product - Support Services 8-14
Stretching Filling
Lengthen beyond Lengthen within
current range current range
Downward
Upward
Product Mix Decisions 8-16
Width - number of
different product
lines
Consistency
Depth - number
of versions of
each product
Characteristics of Services 8-17
Satisfied and
Health Service
Productive Service
Profits and Growth
Employees
Firms
• Managing Service Differentiation
– Develop offer, delivery and image with competitive
advantages.
• Managing Service Quality
– Empower employees
– Become “Customer obsessed”
– Develop high service quality standards
– Watch service performance closely
• Managing Service Productivity
– Train current or new employees
– Increase quantity by decreasing quality
– Utilize technology