market product_service_branding_strategies .ppt
TRANSCRIPT
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Product, Service, and Branding Strategies
Chapter 10PowerPoint slides
Express version
I nstructor name
Course name
School name
Date
Principles of Marketing,Sixth Canadian Edition
http://www.pearsoned.ca/kotler/ -
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Principles of M arketing, Sixth Canadian Edition
10.2
Learning Objectives
After studying this chapter, you should be able to:
Define product and the major classifications of products and
services
Describe the decisions companies make regarding their
individual products and services, product lines, and product
mixes
Discuss branding strategy-the decisions companies make in
building and managing their brands
Identify the four characteristics that affect the
marketing of a service and the additional
marketing considerations that services require Discuss two additional product issues:
socially responsible product decisions and
international product and services marketing
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Principles of M arketing, Sixth Canadian Edition
10.3
Three Levels of Product
Product:anything thatcan be offered for
attention, acquisition, use,
or consumption to satisfy
a need or want
Service:any activityor benefit that can beoffered that is intangible
and does not result in
the ownership of
anything
Experiences:arememorable
Figure 10.1
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Principles of M arketing, Sixth Canadian Edition
10.4
Product Classifications
Consumer goods:
Convenience goods
Shopping goods
Specialty goods
Unsought goods
Industrial goods:
Materials and parts
Capital items
Supplies and services
Marketable offerings:
Organizations
Person marketing
Place marketing
Social (ideas) marketing
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Principles of M arketing, Sixth Canadian Edition
10.5
Product and Service Decisions
Product attributes:
Product quality
Product features
Product style and design
Branding:
Name, term, sign, or
symbol
Used to identify the
goods of a seller
Differentiate from itscompetition
Figure 10.2
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Principles of M arketing, Sixth Canadian Edition
10.6
Product and Service Decisions (continued)
Packaging:
Hold the contents
Protect the product
Store, identify, and ship
the product
Place for labelling Used as a promotional
tool
Labelling:
Identify the product
Weights/measures
Description/instructions
Ingredients
Nutritional information
Figure 10.2
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Principles of M arketing, Sixth Canadian Edition
10.7
Product Line Decisions
Product line:
Group of closely related products due to function, similar
target markets, outlets sold in, or similar pricing
Length:number ofitems in the line
Line stretching:adding items to either end
of the line, can be
upwards, downwards, or
both
Line filling:addingitems within the product
line
Product mix:set of allproduct lines
Width:# of product lines
Length:# of products in
lines
Depth:# of versions of each
product carried Consistency:how closely
related the product lines are
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Principles of M arketing, Sixth Canadian Edition
10.8
Major Brand Strategy Decisions
Brand equity:
Positive differential effect that knowing the brand name has on
customer response to the product or service
Value of the brand based on awareness, recognition, loyalty
Used for line and brand extension strategies
Figure 10.3
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Principles of M arketing, Sixth Canadian Edition
10.9
Major Brand Strategy Decisions(continued)
Brand name selection:
Suggest something about the products benefits
Easy to pronounce, recognize, and remember
Distinctive
Extendable
Ability to be translated into other languages Capable of being registered and legally protected
Figure 10.3
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Principles of M arketing, Sixth Canadian Edition
10.10
Major Brand Strategy Decisions(continued)
Brand sponsorship:
Manufacturers (national) brands
Private (store) brand
Issues:
Slotting fees:
Profitability of private label to retailers Control of shelf space
Figure 10.3
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Principles of M arketing, Sixth Canadian Edition
10.11
Brand Development Strategies
Figure 10.4
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Principles of M arketing, Sixth Canadian Edition
10.12
Four Service Characteristics
Service: any activity or benefit that one party can offer to anotherthat is essentially intangible and does not result in the ownership of
anything
Figure 10.5
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Principles of M arketing, Sixth Canadian Edition
10.13
The Service Profit Chain
The chain that links
service firm profits with
employee and customer
satisfaction
Internal service quality
Internal service quality
Internal service quality
Internal service quality
Internal service quality
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Principles of M arketing, Sixth Canadian Edition
10.14
Marketing in Service Industries
Internal marketing:marketing by a service firm to train andmotivate customer contract employees to provide customer satisfaction
Interactive
marketing:marketing by a service
firm that recognizesthat service quality
depends on the quality
of the buyer-seller
interaction
Figure 10.6
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Principles of M arketing, Sixth Canadian Edition
10.15
Managing Service Differentiation
Price competition
Differentiate offer by:
Innovative features
Service delivery
Images or symbols
Service quality
Service recovery
Service productivity
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Principles of M arketing, Sixth Canadian Edition
10.16
Additional Product Considerations
Product decisions and social responsibility
Government regulation
Food and product safety
Pricing and advertising
Labelling, weights, and measures
Hazardous products
Product liability
International product and service marketing
Standardization versus local adaptation
Electrical standards, packaging
Cultural differences in meaning
Barriers to trade
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10.17
In Conclusion
The learning objectives for this chapter were:
Defineproductand the major classifications of products and
services
Describe the decisions companies make regarding their individual
products and services, product lines, and product mixes
Discuss branding strategy-the decisions companies make inbuilding and managing their brands
Identify the four characteristics that affect the
marketing of a service and the additional
marketing considerations that services
require Discuss two additional product issues:
socially responsible product decisions and
international product and services marketing