Scribd
Upload
6 views16 pages

CH7 PPT

The document outlines the concepts of products and services, highlighting their classifications and marketing considerations. It discusses the importance of brand and packaging, as well as the service profit chain linking employee and customer satisfaction to business success. Additionally, it covers brand equity and various brand strategy decisions.

Uploaded by

yukinoyingting
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
6 views16 pages

CH7 PPT

The document outlines the concepts of products and services, highlighting their classifications and marketing considerations. It discusses the importance of brand and packaging, as well as the service profit chain linking employee and customer satisfaction to business success. Additionally, it covers brand equity and various brand strategy decisions.

Uploaded by

yukinoyingting
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 16

Products, Services and

Brands

Building Customer Value


What Is a Product?
A product is anything that can be offered
to a market for attention, acquisition, use, A service is an activity, benefit, or

or consumption that might satisfy a want satisfaction offered for sale; it is

or need. intangible and does not result in


ownership of anything.

Shower Mic Dog Grooming and Bathing 2


Three Levels of Product

3
Product and Service Classifications
• Consumer products are bought by final consumers for
personal consumption.
• Industrial products are bought by individuals and
organizations for further processing or for use in conducting a
business.
• Materials and parts, capital items, and supplies and services

4
Marketing Considerations for
Convenience and Shopping Products
Marketing
Convenience Shopping
Considerations
Customer buying Frequent purchase; little Less frequent purchase; much
behavior planning, little comparison planning and shopping effort;
or shopping effort; low comparison of brands on price,
customer involvement quality, and style
Price Low price Higher price
Distribution Widespread distribution; Selective distribution in fewer outlets
convenient locations
Promotion Mass promotion by the Advertising and personal selling by
producer both the producer and resellers

Examples Toothpaste, magazines, Major appliances, televisions,


and laundry detergent furniture, and clothing
4
Marketing Considerations for Specialty
and Unsought Products
Marketing
Specialty Unsought
Considerations
Customer buying Strong brand preference and Little product awareness
behavior loyalty; special purchase effort; or knowledge (or, if aware,
little comparison of brands; low little or even negative
price sensitivity interest)
Price Highest price Varies
Distribution Exclusive distribution in only one Varies
or a few outlets per market area
Promotion More carefully targeted Aggressive advertising and
promotion by both the producer personal selling by the
and resellers producer and resellers
Examples Luxury goods, such as Rolex Life insurance and Red
watches or fine crystal Cross blood donations

5
Product and Service Decisions

Individual
Product
Decisions

A product line is closely related products that:


Product Line ▪ Have similar functions and customer groups
Decisions ▪ Are sold through similar outlets or fall within given
price ranges

▪ Width
Product Mix ▪ Length
Decisions ▪ Depth
▪ Consistency

7
Product and Service Attributes

• Product quality is one of the marketer’s major positioning


tools.
• A product can be offered with varying features.
• Another way to add customer value is through distinctive
product style and design.

8
Brand and Packaging
• Brand
• A name, term, sign, symbol, or design, or a combination of these
• Packaging
• The activities of designing and producing the container or wrapper
for a product
• Example: The differences in branding and packaging between
Coca-Cola and Pepsi

9
Four Service Characteristics

10
Service Profit Chain

• Links service firm profits with employee and customer satisfaction


• The chain consists of five links:
• Internal service quality
• Satisfied and productive service employees
• Greater service value
• Satisfied and loyal customers
• Healthy service profits and growth

11
Three Types of Services Marketing

12
Marketing Tasks for Service Companies
• Managing service differentiation
• Developing a differentiated offer, delivery, and image
• Managing service quality
• Delivering consistently higher quality than the competitors
• Managing service productivity
• Training current employees or hiring new ones
• Increasing the quantity of service by giving up some quality
• Harnessing the power of technology

13
Brand
Brand equity Brand value Customer equity
is the differential is the total financial is the value of
effect that knowing value of a brand. High customer
the brand name has brand equity provides a relationships that the
on customer response company with many brand creates.
to the product and its competitive advantages.
marketing.

Major Brand Strategy Decisions

14
Brand Store or private brand
Manufacturer’s brand
Sponsorship

Licensing Co-branding 15
Brand Development Strategies
Strategies

16

You might also like