Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Product
Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling
Components of the
Market Offering
Value-based prices
Attractiveness of
the market offering
Product features
and quality
Services mix
and quality
Consumer-Goods
Classification
Convenience Products
Shopping Products
Specialty Products
Unsought Products
New innovations
> Products consumers dont
want to think about.
>Require much advertising &
personal selling
Consistency
Product Mix
Width
Width -- number
number of
of
different
different product
product
lines
lines
Length
Length -- total
total
number
number of
of items
items
within
within the
the lines
lines
Depth
Depth -- number
number of
of
versions
versions of
of each
each
product
product
Product
Product Mix
Mix -all
all the
the product
product
lines
lines offered
offered
Product-Line Length
Line
Stretching
Downmarket
Upmarket
Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning
2000 Prentice Hall
Two-Way Product-Line
Stretch: Marriott Hotels
Economy
Quality
Standard
Good
Marriott
Marquis
(Top
executives)
Price
High
Marriott
(Middle
managers)
Above
average
Average
Courtyard
(Salespeople)
(Vacationers)
Superior
What is a Brand?
User
Culture
Attributes
2000 Prentice Hall
Personality
Benefits
Values
Brand
Equity
Devoted
Devoted
toBrand
Brand
to
Valuesthe
theBrand
Brand
Values
(brandas
asfriend)
friend)
(brand
Satisfied &&Switching
SwitchingCost
Cost
Satisfied
SatisfiedCustomer
Customer
Satisfied
(noreason
reason to
tochange)
change)
(no
NoBrand
Brand Loyalty
Loyalty
No
(customerwill
will change)
change)
(customer
An Overview of
Branding Decisions
Branding
Decision
Brand
No brand
BrandSponsor
Decision
BrandName
Decision
BrandBrandStrategy Repositioning
Decision
Decision
Manufacturer
brand
Individual
brand
names
Blanket
family
name
Separate
family
names
Companyindividual
names
Line
extension
Brand
extension
Multibrands
New
brands
Cobrands
Distributor
(private)
brand
Licensed
brand
Repositioning
No
repositioning
Brand Strategies
Brand Name
Product Category
Existing
New
Existing
Line
Extension
Brand
Extension
New
Multibrands
New
Brands
Distinctive
Suggest
Product
Qualities
Suggest
Product
Benefits
Lack Poor
Foreign
Language
Meanings
Easy to:
Pronounce
Recognize
Remember
affluence
Company & brand image
Opportunity for innovation
Labels
Promote
Promote
Describe
Describe
Identify
Identify
Review
Product
Characteristics
Building & Managing the Product Mix &
Product Lines
Brand Decisions
Packaging & Labeling