Professional Documents
Culture Documents
Chapter 08 - Product
Chapter 08 - Product
Principles of Marketing
8-2
Chapter Outline
1. What Is a Product?
2. Product and Service Decisions
3. Branding Strategy: Building Strong
Brands
4. Services Marketing
8-3
What Is a Product?
8-4
What Is a Product?
8-5
What Is a Product?
Products, Services, and Experiences
8-6
What Is a Product?
Levels of Product and Services
• Core benefits
• Actual product
• Augmented product
8-7
What Is a Product?
Levels of Product and Services
8-8
What Is a Product?
• Consumer products
• Industrial products
8-9
What Is a Product?
8-10
What Is a Product?
8-13
What Is a Product?
8-15
What Is a Product?
8-17
What Is a Product?
8-18
What Is a Product?
Organizations, Persons, Places, and Ideas
8-19
What Is a Product?
8-20
What Is a Product?
8-21
Product and Service Decisions
• Product attributes
• Branding
• Packaging
• Labeling
• Product support services
8-22
Product and Service Decisions
8-23
Product and Service Decisions
8-24
Product and Service Decisions
8-25
Product and Service Decisions
8-26
Product and Service Decisions
8-27
Product and Service Decisions
Individual Product and Service Decisions
8-29
Product and Service Decisions
Consumer benefits
• Quality
• Consistency
Seller benefits
• Segmentation
• Communicate product features
8-30
Product and Service Decisions
8-31
Product and Service Decisions
8-32
Product and Service Decisions
8-33
Product and Service Decisions
8-34
Product and Service Decisions
Product Line Decisions
8-35
Product and Service Decisions
8-36
Product and Service Decisions
8-37
Product and Service Decisions
8-40
Product and Service Decisions
8-41
Branding Strategy:
Building Strong Brands
8-42
Branding Strategy:
Building Strong Brands
8-43
Branding Strategy:
Building Strong Brands
8-44
Branding Strategy:
Building Strong Brands
8-45
Branding Strategy:
Building Strong Brands
8-46
Branding Strategy:
Building Strong Brands
Brand Positioning
8-47
Branding Strategy:
Building Strong Brands
Brand Name Selection
Desirable qualities
• Suggests benefits and qualities
• Easy to pronounce, recognize, and
remember
• Distinctive
• Extendable
• Translatable for the global economy
8-48
Branding Strategy:
Building Strong Brands
Brand Sponsorship
• Manufacturer’s brand
• Private brand
• Licensed brand
• Co-brand
8-49
Branding Strategy:
Building Strong Brands
Brand Sponsorship
Brand Development
• Line extensions
• Brand extensions
• Multibrands
• New brands
8-51
Branding Strategy:
Building Strong Brands
Brand Development
8-52
Branding Strategy:
Building Strong Brands
Brand Development
8-53
Branding Strategy:
Building Strong Brands
Managing Brands
Requires:
• Continuous brand communication
• Customer-centered training
• Brand audits
8-54
Services Marketing
• Government
• Private not-for-profit organizations
• Business services
8-55
Services Marketing
• Intangibility
• Inseparability
• Variability
• Perishability
8-56
Services Marketing
8-57
Services Marketing
8-58
Services Marketing
8-60
Services Marketing
8-61
Services Marketing
8-62
Services Marketing
8-63
Services Marketing
Marketing Strategies for Service Firms
8-64
Services Marketing
8-65
Services Marketing
8-66
PowerPoint created by:
Ronald Heimler
Dowling College, MBA
Georgetown University, BS Business
Administration
Adjunct Professor, LIM College, NY
Adjunct Professor, Long Island University,
NY
Lecturer, California Polytechnic State
University, Pomona, CA
President, Walter Heimler, Inc.