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    'Product' IS THE Most Important Element in The Marketing-Mix

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    Pelatihan
    The document discusses concepts related to product management and marketing. It defines product as including goods, packaging, branding, labels, services, and warranties. It also categorizes products in various ways such as consumer versus industrial products, convenience goods versus shopping goods, and discusses the product life cycle through different stages from introduction to decline. Overall, the document provides an overview of how products are defined and classified in marketing.

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    'Product' IS THE Most Important Element in The Marketing-Mix

    Uploaded by

    Pelatihan
    21 views11 pages
    The document discusses concepts related to product management and marketing. It defines product as including goods, packaging, branding, labels, services, and warranties. It also categorizes products in various ways such as consumer versus industrial products, convenience goods versus shopping goods, and discusses the product life cycle through different stages from introduction to decline. Overall, the document provides an overview of how products are defined and classified in marketing.

    Original Title

    Lecture 8 Present1

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    The document discusses concepts related to product management and marketing. It defines product as including goods, packaging, branding, labels, services, and warranties. It also categorizes products in various ways such as consumer versus industrial products, convenience goods versus shopping goods, and discusses the product life cycle through different stages from introduction to decline. Overall, the document provides an overview of how products are defined and classified in marketing.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views11 pages

    'Product' IS THE Most Important Element in The Marketing-Mix

    Uploaded by

    Pelatihan
    The document discusses concepts related to product management and marketing. It defines product as including goods, packaging, branding, labels, services, and warranties. It also categorizes products in various ways such as consumer versus industrial products, convenience goods versus shopping goods, and discusses the product life cycle through different stages from introduction to decline. Overall, the document provides an overview of how products are defined and classified in marketing.

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    'PRODUCT' IS THE MOST

    IMPORTANT ELEMENT IN THE

    MARKETING-MIX.
    KONSEP PRODUK TOTAL

    PRODUK
    = BARANG
    + KEMASAN
    + MEREK
    + LABEL + PELAYANAN

    +
    JAMINAN

    =
    A BUNDLE OF
    CUSTOMER
    SATISFACTION
     JENIS  INDIVIDUAL
    PRODUCT MIX  QUALITY  BRAND BRAND NAME
    NAME  SEPARATE NAME
     BRAND  COMPANY NAME
     BRAND COMBINED WITH
    MARK INDIVIDUAL
    PRODUCT ITEM  TRADE BRAND NAME
    MARK

    PRODUCT LINE  LABEL  BRAND LABEL


     GRADE LABEL
     DESCRIPTIVE LABEL
    COMPONENT OF
    PRODUCT MIX  PACKAGE
     PRIMARY PACKAGE
     SECONDARY PACKAGE
     STYLE  SHIPPING PACKAGE
     SERVICE
     OPTION
     RETURN
     FEATURE
     WARENNES
     SIZE
     STAPLES
    KLASIFIKASI PRODUK GOODS
     CONVENIEN  INPULSE
    -CE GOODS GOODS
     SHOPPING  EMER-
    SERVICES GOODS CONSUMERS GOODS GENCY
     SPECIALTY GOODS
    GOODS
     UNSOUGHT
    INDUSTRIAL
    GOODS

     RAW MATERIALS
     MATERIAL  NATURAL PRODUCT
    AND PARTS  MANUFACTURED MATERIALS

     CAPITAL  INSTALLATION OF BUILDINGS


    ITEMS  ACCESSORY EQUIPMENT

     SUPPLY  OPERATING SUPPLIES


     SUPPLIES
    AND  MAINTENANCE AND
    SERVICES REPAIR ITEMS
     BUSINESS
    SERVICES
     MAINTENANCE AND
    REPAIR SERVICES
     BUSINESS ADVISORY
    SERVICES
    TINGKAT-TINGKATAN (LEVEL) PRODUK
    LEVEL PRODUK KEBUTUHAN KONSUMEN

    MANFAAT
    PRODUK UTAMA

    FUNGSIONAL
    PRODUK GENERIK

    KELAYAKAN
    PRODUK HARAPAN

    KEPUASAN
    PRODUK PELENGKAP

    PRODUK POTENSIAL MASA DEPAN


    PENGERTIAN PRODUK

    TUJUAN KEBUTUHAN

    PRODUSEN SESUATU PERMINTAAN PASAR

    DAYA BELI
    KAPASITAS
    THE NEW PRODUCT DEVELOPMENT PROCESS

    STEP 1 : IDEA GENERATION

    STEP 2 : SCREENING

    STEP 3 : BUSINESS ANALYSIS

    STEP 4 : PRODUCT
    DEVELOPMENT

    STEP 5 : TEST MARKET

    STEP 6 : COMMERCIALIZATION
    A PRODUCT CLASSIFICATION SYSTEM

    PRODUCT

    CONSUMER INDUSTRIAL
    PRODUCTS PRODUCTS

    .CONVENIENCE INSTALLATIONS
    GOODS ACCESSORY
    - SHOPPING EQUIPMENT
    GOODS - COMPONENT
    SPECIALTY PARTS AND
    GOODS MATERIAL
    RAW MATERIAL
    OPERATING
    SUPPLIES
    INDUSTRIAL
    SERVICES
    CLASSIFYING CONSUMER GOODS

    UNSOUGHT GOODS

    REGULARLY PERIODICALLY
    UNSOUGHT UNSOUGHT

    SOUGHT GOODS

    CONVENIENCE SHOPPING

    SPECIALTY
    EMPAT TAHAP PLC

    PENJUALAN 1) 2) 3) 4)
    DAN
    LABA
    PENJUALAN
    INDUSTRI
    1) INTRODUCTION
    2) GROWTH
    3) MATURITY
    LABA
    4) DECLINE (+)
    INDUSTRI
    0

    (-)

    WAKTU
    HUMAN LIFE CYCLE

    PRODUCT HUMAN BEINGS

    ORIGINATION OF AN IDEA CONCEPTION


    DEVELOPMENT GESTATION
    LAUNCH BIRTH
    GROWTH CHILDHOOD AND
    ADOLESENCE
    MATURITY MATURE ADULTHOOD
    SATURATION MIDDLE AGE
    DECLINE OLD AGE
    ELIMINATION OR PRODUCT DEATH
    RATIONALISATION

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