r 9 pte 106 ha ng C ti

rke Ma

Slide 1

To accompany

Basic Marketing, Shapiro, 10th & 11th Cdn Ed. Compiled by Prof. Tim Richardson

ppt slides

r 9 pte 106 ha ng C ti
rke Ma

Slide 2

What is a Product?

• “ … the need satisfying offering of a firm …”
Page 299 9th edition

Translation

Page 255 10th edition Page 243 11th edition

• what you buy, that satisfies what you want to be able to do
To accompany Basic Marketing, Shapiro, 10th & 11th Cdn Ed. Compiled by Prof. Tim Richardson ppt slides

Compiled by Prof. Shapiro.r 9 pte 106 ha ng C ti rke Ma Slide 3 What is a Product? • what you buy. that satisfies what you want to be able to do • it can be “good feeling” cause you bought some cosmetics and someone said you looked pretty • it could be a happy stomach cause you bought a meal that tasted great • it could be easier homework cause you bought new software for your computer To accompany Basic Marketing. Tim Richardson ppt slides . 10th & 11th Cdn Ed.

Shapiro. we sell safety ! “ • we don’t sell houses.r 9 pte 106 ha ng C ti rke Ma Slide 4 What is a Product? • “Most customers think about product in terms of the total satisfaction …” • this can lead to statements such as “we don’t sell cars. we sell homes To accompany Basic Marketing. Tim Richardson ppt slides . 10th & 11th Cdn Ed. Compiled by Prof.

Shapiro. 10th & 11th Cdn Ed. Tim Richardson ppt slides .r 9 pte 106 ha ng C ti rke Ma Slide 5 “… A product’s ability to satisfy a customer’s needs or requirements …” Quality is often tied in to comparison with what the competitor does at the same price . Compiled by Prof.always important to remember the “Competitive Environment” To accompany Basic Marketing.

Tim Richardson ppt slides . 10th & 11th Cdn Ed. Compiled by Prof. Shapiro.r 9 pte 106 ha ng C ti rke Ma Slide 6 Page 257-258 To accompany Basic Marketing.

things you can’t touch .but you can see their effect “intangible” “… services are not physical. 10th & 11th Cdn Ed. they are intangible…” To accompany Basic Marketing.things you can touch “tangible” Services . Shapiro.r 9 pte 106 ha ng C ti rke Ma Slide 7 Goods . Compiled by Prof. Tim Richardson ppt slides .

Tim Richardson ppt slides . 10th & 11th Cdn Ed.r 9 pte 106 ha ng C ti rke Ma Slide 8 Product Mix / Product Lines • “a product assortment (mix) is all the product lines … that the company sells…” Page 260 10th edition Page 235 9th edition Page 302 8th edition To accompany Basic Marketing. Shapiro. Compiled by Prof.

r 9 pte 106 ha ng C ti rke Ma Slide 9 Product Mix / Product Lines Product Mix • The assortment of product lines and individual offerings available from a company. Shapiro. Compiled by Prof. • the combination of product lines offered by the manufacturer To accompany Basic Marketing. Tim Richardson ppt slides . 10th & 11th Cdn Ed.

10th & 11th Cdn Ed.r 9 pte 106 ha ng C ti rke Ma Slide 10 Product Mix / Product Lines Product Line • A series of related products • a group of products that are physically similar in performance. Compiled by Prof. use or features and intended for a similar market • “… a set of products that are closely related …” To accompany Basic Marketing. Shapiro. Tim Richardson ppt slides .

new balance. IBM. british knight. addidas. 10th & 11th Cdn Ed. vans. Hitachi. Mitsubishi. asic. To accompany Basic Marketing. nec.r 9 pte 106 ha ng C ti rke Ma Slide 11 Product Lines Brands • shoes Nike. Compiled by Prof. converse. fila. TI. brooks. Shapiro. puma • notebooks toshiba. DELL • Apple. compaq. HP. Tim Richardson ppt slides . Matsushita. reebok.

Tim Richardson ppt slides To accompany . economy class in the text Not • banks Basic Marketing. Compiled by Prof.r 9 pte 106 ha ng C ti rke Ma Slide 12 Service Providers service providers have product lines and product mixes as well examples • Mastercard • insurance • telephone services • cable services • ISPs . first class. 10th & 11th Cdn Ed.internet service providers • airlines. Shapiro.

Shapiro. example of a company. 10th & 11th Cdn Ed. Tim Richardson ppt slides . Compiled by Prof. and its product line Not in the text To accompany Basic Marketing.r 9 pte 106 ha ng C ti rke Ma Slide 13 Larkhill Group • Larkhill Clothing Manufacturing Inc.

10th & 11th Cdn Ed. Shapiro.s t r in a n g g t y s s r a / p t h o n T e d T a p To accompany ie s the different product lines = the product mix of the whole company p a n t s Basic Marketing.r 9 pte 106 ha ng C ti Slide 14 L a r k h i l l C l o t h i n g M a rke Ma A z u r e . Compiled by Prof.D e e L i Pn rg o e m r i e s e s i L i n g Ne ri gi e h t F e v C G R a m o w o b d is o le s n e s s C G R a m o w o b is o le s n e s s b G . Tim Richardson ppt slides .

Shapiro. 10th & 11th Cdn Ed. Compiled by Prof.r 9 pte 106 ha ng C ti rke Ma Slide 15 The Canada Packers Product Mix Width of Assortment Meats Fresh meats Bacon Pepperoni Wieners Bologna Canned ham Poultry Kolbassa Garlic sausage Groceries Nonedible Depth of Assortment Peanut butter By-products Mincemeat Soap Canned pumpkinHides Cheese Pharmaceutical raw Lard materials Shortening Not in the text To accompany Basic Marketing. Tim Richardson ppt slides .

10th & 11th Cdn Ed. Compiled by Prof.r 9 pte 106 ha ng C ti rke Ma Slide 16 Cannibalization • Situation involving one product taking sales from another offering in a product line (Text) • Cannibalization occurs when sales of a new product cut into (reduce) the sales of a firm’s existing products. Tim Richardson ppt slides . Shapiro. Not in the text To accompany Basic Marketing.

Shapiro. Tim Richardson ppt slides . 10th & 11th Cdn Ed. Compiled by Prof.r 9 pte 106 ha ng C ti rke Ma Slide 17 Industrial = Business To accompany Basic Marketing.

Compiled by Prof.r 9 pte 106 ha ng C ti rke Ma Slide 18 Consumer Goods and Services . 10th & 11th Cdn Ed.are used in making consumer goods and services Industrial = Business To accompany Page 236 in 9th edition Page 303 in 8th edition ppt slides Basic Marketing. the final customer Industrial Goods and Services .are for consumers. Shapiro. Tim Richardson .

Convenience 2. Tim Richardson ppt slides . 10th & 11th Cdn Ed. Unsought Products Page 261 10th edition To accompany Basic Marketing. Compiled by Prof. Specialty 4. Shapiro. Shopping 3.r 9 pte 106 ha ng C ti rke Ma Slide 19 nsumer Goods Classification of: 1.

Auto insurance. special clothing • special entertainment • Unsought • things people don’t want to buy.umer Goods Classification of Slide r 9 pte 106 ha ng C eti k• ar Convenience goods and services M • things consumer wants to buy frequently • minimum effort. low risk • small amount of money. not much time • Shopping goods and services • “stuff” people buy after they “shop & compare” • Speciality goods and services • jewellery. Shapiro. funeral plan 20 Different Classes To accompany Basic Marketing. but have to eg. Compiled by Prof. 10th & 11th Cdn Ed. Tim Richardson ppt slides .

Shapiro. Tim Richardson ppt slides . Compiled by Prof. 10th & 11th Cdn Ed.r 9 pte 106 ha ng C ti rke Ma Slide 21 Classes of Consumer Products Convenience Shopping Specialty 14-1 Goods POP Impulse Products Impulse Products ATM Services $ $ Not in the text To accompany Basic Marketing.

Shapiro.umer Goods Classification of r 9 pte 106 ha ng C eti k• ar Convenience goods and services M • things consumer wants to buy frequently • minimum effort. Impulse products . Staples . Compiled by Prof.bought immediately Basic Marketing. Tim Richardson Page 261 To accompany ppt slides .bought routinely 2. Emergency products . 10th & 11th Cdn Ed. not much time Slide 22 Different Classes three types 1. low risk • small amount of money.unplanned purchases 3.

umer Goods Classification of Slide r 9 pte 106 ha ng C eti k• ar Shopping goods and services M • “stuff” people buy after they “shop & compare” • they have the time to compare prices • Homogenous . • Heterogeneous . Compiled by Prof. so the customer will take time to compare features and prices .stuff that is the same simply pick the lowest price eg. Tim Richardson ppt slides . Shapiro. 10th & 11th Cdn Ed.“some retailers carry competing brands” 23 Different Classes Page 261 To accompany Basic Marketing. Condensed milk.stuff that is different.

umer Goods Classification of Slide r 9 pte 106 ha ng C eti k• ar Speciality goods and services M • jewellery. Tim Richardson ppt slides . not extent of searching. before they commit. Compiled by Prof. makes it a specialty product” • if people are willing to look and look at different products. it is a specialty item 24 Different Classes Page 261 To accompany Basic Marketing. 10th & 11th Cdn Ed. Shapiro. special clothing • special entertainment • “Willingness to search.

10th & 11th Cdn Ed. Auto insurance. Compiled by Prof. Tim Richardson ppt slides . 25 Different Classes Page 261 To accompany Basic Marketing. but have to eg.umer Goods Classification of Slide r 9 pte 106 ha ng C eti k• ar Unsought M • things people don’t want to buy. Shapiro. funeral plan • the only way to sell this is to convince people of the benefit because the benefit is not easily seen by the average person.

Compiled by Prof. Tim Richardson ppt slides . c o m p u t e r s it b o a r d e g . w ir in g h a r n e s s Not in the text To accompany Basic Marketing. b u il d i e g . c ir c u e n mt n u a t e r i a l sa c c e s s o r y e q iu n i sp t m a l e l a n t t i o t s . c l o t h in g e g . 10th & 11th Cdn Ed. M a c ' s M e l kg i .r 9 pte 106 ha ng C ti rke Ma Slide 26 Various Classes of Consumer and Industrial Goods and Services G o o d s a n d S e r v i c e s s u c eS C C o n v e n o n ie n m e r G o o d g s C o n s u m e r S e r v ic e s c e S e r v ic e s I n P d u s t r ia l u c t io n G G o o d s s I n S d u u p s t r ia l p o r t S S e r v h o o p o p d i sn G G S o p o e d c si a l t y S C e o r vn i vc ee ns i e n r o d o o d e r v i c e g . g r o c e r i e se g . b a n k in ge g . t r a v e l r a m a t e r ci a o l m p o n i n . b o l t st o o l s . n e w s p a pe eg r . f a s t f o o rd a s w g e g . Shapiro. s t e e lp a r t s e g .

advantages and benefits of using product • contains Warranty Information • cautions and warnings about contents and misuse • UPC code and tax information (cigarettes) To accompany Basic Marketing.r 9 pte 106 ha ng C ti Packaging Part of the Product Slide 27 • • • • • rke a MAn Important convinces people to buy protects the contents when shipped and handled adds to the value describes features. Shapiro. 10th & 11th Cdn Ed. Compiled by Prof. Tim Richardson ppt slides .

Shapiro.r 9 pte 106 ha ng C ti rke Ma Slide 28 PAGE 280 To accompany Basic Marketing. Compiled by Prof. Tim Richardson ppt slides . 10th & 11th Cdn Ed.

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