Marketing bán hàng - Chapter 9: Elements of product planning for goods and services

Chapter 9: Elements of Product Planning for Goods and ServicesWhen you finish this chapter, you should9-2Chapter 9 Objectives 1. Understand what “Product” really means.2. Know the key differences between goods and services.3. Know the differences among the various consumer and business product classes.4. Understand how the product classes can help a marketing manager plan marketing strategies.5. Understand what branding is and how to use it in strategy planning.6. Understand the importance of packaging in strategy planning.7. Understand the role of warranties in strategy planning8. Understand the important new terms.PlaceProductPricePromotionBrandType of Brand:Individual or familyManufacturer or dealerProductIdeaPhysicalgood/serviceFeaturesQuality levelAccessoriesInstallationInstructionsProduct lineWarrantyNone, full, orlimitedPackageProtection,Promotion,or bothTarget Market9-3Exhibit 9-1Defining “Product”ConsumerProductClassesConvenienceSpecialtyUnsoughtShopping9-4Consumer Product ClassesBusinessProductClassesInstallationsComponentParts andMaterialsAccessoriesProfessional Services RawMaterialsMROSupplies9-5Business ProductsBrandingRejectionNonrecognitionRecognitionPreferenceInsistenceChange PositionIncrease AwarenessContinue EducationMaintain AvailabilityDevelop High Brand EquityFocus:Focus:Focus:Focus :Focus :9-6What Kind of Brand to Use?GenericFamilyBrandIndividualBrandBrandChoicesManufacturerDealer???????9-7Convenient packages are easier to use, making purchase decisions easier for the customer as well.9-8The Strategic Importance of PackagingA warranty says the company stands behind the product. Consumers often feel more comfortable with products they know come with assurances.Warranty9-9Using Warranties to Improve the Marketing MixExpense ItemCapital ItemInstallationsAccessoriesRaw Materials Farm Products Natural ProductsComponentsSuppliesProfessional ServicesBrandingBrand NameTrademarkService MarkBrand Familiarity Rejection Nonrecognition Recognition Preference InsistenceProductQualityServiceProduct AssortmentProduct LineIndividual ProductConsumer ProductsBusiness ProductsConvenience Products Staples Impulse Products Emergency ProductsShopping Products Homogeneous HeterogeneousSpecialty ProductsUnsought Products New Unsought Regularly UnsoughtDerived DemandBrand EquityLanham ActFamily BrandLicensed BrandIndividual BrandsGeneric ProductsManufacturer BrandPrivate/Dealer BrandsBattle of the BrandsPackagingUPCFederal Fair Packaging and Labeling ActWarrantyMagnuson-Moss Act9-10Key Terms