Professional Documents
Culture Documents
7-2
What is a Product?
7-3
What is a Service?
7-4
The Product-Service Continuum
College
Sugar Restaurant
Education
7-5
Krispy Kreme
7-7
Consumer Products
• Products and
services bought by
final consumers for
personal
consumption.
7-8
Convenience Products
7-9
Shopping Products
7-10
Specialty Products
7-11
Unsought Products
• New innovations
• Products consumers do not want to think
about
• Require much advertising and personal
selling
• Examples: life insurance, cemetery plots,
blood donation
7-12
Industrial Products
• Those purchased for
further processing or
for use in conducting
business.
7-13
Industrial Products
Materials
Materials and
and Parts
Parts
Raw
Rawmaterials,
materials,manufactured
manufactured
materials,
materials,and
andparts
parts
Capital
Capital Items
Items
Products
Productsthat
thataid
aidinin
buyer’s
buyer’sproduction
productionororoperations
operations
Supplies
Supplies and
and Services
Services
Operating
Operatingsupplies,
supplies,repair,
repair,
and
andmaintenance
maintenanceitems
items
7-14
Other Market Offerings
• Organizations: Profit (businesses) and nonprofit
(schools and churches).
• Persons: Politicians, entertainers, sports
figures, doctors, and lawyers.
• Places: create, maintain, or change attitudes or
behavior toward particular places (e.g.,
tourism).
• Ideas (social marketing): Public health
campaigns, environmental campaigns, family
planning, or human rights.
7-15
Organization Marketing
Companies use
corporate image
advertising to
market themselves
to various publics.
General Electric
Stands for
“imagination at
work.”
7-16
Individual Product Decisions
7-17
Product and Service Attributes
Performance
Performance and
and Satisfaction
Satisfaction
Quality
Quality Includes
Includes Level
Level &
& Consistency
Consistency
Differentiates
Differentiates aa product
product from
from the
the
Features
Features competition;
competition; assessed
assessed based
based on
on
value
value and
and cost
cost
Style
Style == Appearance
Appearance
Style
Style &
& Design
Design Design
Design == heart
heart of
of the
the product
product
7-18
Product Design
7-19
Branding
7-20
Branding
• Advantages to buyers:
– Product identification
– Product quality
• Advantages to sellers:
– Basis for product’s quality story
– Provides legal protection
– Helps to segment markets
7-21
Packaging
Dutch Boy
recently came up
with a long
overdue
innovation—paint
in plastic
containers with
twist-off caps.
7-23
Labeling
Innovative
labeling can
help to
promote a
product.
7-25
Product Support Services
7-26
Product Line Decisions
Product
Product Line
Line Length
Length
Number
Number of
of Items
Itemsin
inthe
theProduct
Product Line
Line
Stretching Filling
Lengthen beyond Lengthen within
current range. current range
Can be:
Downward
Upward
Both Directions
7-27
Two-Way Stretch
Marriott added the Renaissance Hotels line to serve the upper end of the
market and the TownePlace Suites line to serve the moderate and lower ends.
7-28
Line Extension
As Marriott’s product
extension grew in
popularity, it
extended the
Click the picture above to play video
product further.
7-29
Product Mix Decisions
• Product Mix: all of the product lines and items
that a particular seller offers for sale.
• Width: the number of different product lines
the company carries.
• Depth: the number of versions offered of each
product in the line.
• Consistency: how closely related the various
lines are.
7-30
Brand Equity
7-31
Major Brand Strategy Decisions
7-32
Brand Positioning
• Can position brands at any of three levels.
Product Attributes
Product Benefits
7-34
Brand Sponsorship
Manufacturer’s Brands
Private
Co-Branding Four Options
Brands
Licensed Brands
7-35
Line Extensions
Morton sells an entire line of salts and seasonings for every occasion.
7-36
Brand Development
7-37
Interactive Student
Assignment
7-39
Nature and Characteristics of
a Service
7-40
Discussion Question
7-41
The Service-Profit Chain
7-42
Major Service Marketing Tasks
• Managing Service Differentiation:
– Develop a differentiated offer, delivery, and image.
• Managing Service Quality:
– Be customer obsessed, set high service quality
standards, have good service recovery, empower
front-line employees.
• Managing Service Productivity:
– Train current employees or hire new ones, increase
quantity and sacrifice quality, harness technology.
7-43
International Product and
Services Marketing
Decide
Decide Which
Which Products
Products && Services
Services to
to Introduce
Introduce
Decide
Decide How
How Much
Much to
to Standardize
Standardize or
or Adapt
Adapt
Packaging
Packaging Presents
Presents New
New Challenges
Challenges
Service
Service Marketers
Marketers Face
Face Special
Special Challenges
Challenges
Trend
Trend Toward
Toward Global
Global Service
Service Companies
Companies Will
Will Continue
Continue
7-44
Rest Stop: Reviewing the Concepts
1. Define product and the major classifications of
products and services.
2. Describe the decisions companies make
regarding their individual products and services,
product lines, and product mixes.
3. Discuss branding strategy—the decisions
companies make in building and managing their
brands.
7-45
Rest Stop: Reviewing the Concepts
4. Identify the four characteristics that affect the
marketing of a service and the additional
marketing considerations that services require.
5. Discuss two additional product issues: socially
responsible product decisions and international
product and services marketing.
7-46