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Chapter Questions
What are the characteristics of products
and how do marketers classify
products?
How can companies differentiate
products?
How can a company build and manage
its product mix and product lines?
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What is a Product?
A product is anything that can be
offered to a market to satisfy a want or
need, including physical goods,
services, experiences, events, persons,
places, properties, organizations,
information, and ideas.
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Attractiveness
of the market
offering
Product
features
and quality
Services
mix and
quality
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Nondurable
goods
Durable
goods
Services
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Convenience
Shopping
Specialty
Unsought
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Capital items
Supplies/
business services
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Product Differentiation
Product form
Features
Customization
Performance
Conformance
Durability
Reliability
Repairability
Style
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Design Differentiation
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Service Differentiation
Ordering ease
Delivery
Installation
Customer training
Customer
consulting
Maintenance and
repair
Returns
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Item
Product type
Product line
Product class
Product family
Need family
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Product system
Product mix
Product assortment
Depth
Length
Width
Consistency
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Core product
Staples
Specialties
Convenience
items
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Line Stretching
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch
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Line Filling
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Pruning
Pruning weak
brands can
strengthen the
remaining brands in
the line
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Product-Mix Pricing
Product-line pricing
Optional-feature pricing
Captive-product pricing
Two-part pricing
By-product pricing
Product-bundling pricing
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Two-Part Pricing
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Co-branding
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Ingredient Branding
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Self-service
Consumer affluence
Company/brand image
Innovation opportunity
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Innovations in Packaging
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Packaging Objectives
Identify the brand
Convey descriptive and persuasive
information
Facilitate product transportation and
protection
Assist at-home storage
Aid product consumption
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Functions of Labels
Identifies
Grades
Describes
Promotes
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Marketing Debate
With products, is it form or function?
Take a position:
1. Product functionality is the key to brand
success.
or
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Marketing Discussion
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