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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Sixth,Seventh,Eighth,Ninth,11/4/20,#,Copyright 2017,2015,2013 Pearson Education,Inc.All Rights Reserved,Marketing:An Introduction,Thirteenth Edition,Chapter 7,Products,Services,and Brands:Building Customer value,Marketing:An IntroductionThir,1,Learning,Objectives,(1 of 4),7-1,.,Define,product and describe the,major classifications,of products and services,.,7-2.,Describe the decisions companies make regarding their individual products and services,product lines,and,product mixes,.,Learning Objectives(1 of 4)7-,2,Learning,Objectives,(2 of 4),7-3,.,Identify,the four characteristics that affect the marketing of services and the additional marketing considerations that services require.,7-4,.,Discuss,branding strategythe decisions companies make in building and managing their brands,.,Learning Objectives(2 of 4)7-,3,First,Stop Go,Pro:Be a Hero,GoPros,runaway success,comes,from understanding,that its selling much,more than,wearable sports-action video cameras,.,First Stop Go Pro:Be a HeroGo,4,Learning Objective 7-1,Define product,and describe the,major classifications,of products and services,.,Learning Objective 7-1Define p,5,What Is a Product?,A,product,is anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.,A,service,is an activity,benefit,or satisfaction offered for sale;it is intangible and does not result in ownership of anything,.,What Is a Product?A product is,6,Products,Services,and Experiences,(1 of 2),Market offerings include both tangible goods and,services,Companies create and manage customer experiences with their brands or companies.,To differentiate their offers from that of the,competitors,Products,Services,and Experi,7,Products,Services,and Experiences,(2 of 2),Verizons redesigned Smart Stores create lifestyle experiences,.,Products,Services,and Experi,8,Figure 7.1-Three Levels of Product,Figure 7.1-Three Levels of P,9,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,Product and Service Classifica,10,Table 7.1-Marketing Considerations for Convenience and Shopping Products,Marketing,Considerations,Convenience,Shopping,Customer buying,behavior,Frequent purchase;little,planning,little comparison,or shopping effort;low,customer involvement,Less frequent purchase;much planning and shopping effort;comparison of brands on price,quality,and style,Price,Low price,Higher price,Distribution,Widespread distribution;,convenient locations,Selective distribution in fewer outlets,Promotion,Mass promotion by the,producer,Advertising and personal selling by both the producer and resellers,Examples,Toothpaste,magazines,and laundry detergent,Major appliances,televisions,furniture,and clothing,Table 7.1-Marketing Consider,11,Table 7.1-Marketing Considerations for Specialty and Unsought Products,Marketing,Considerations,Specialty,Unsought,Customer buying,behavior,Strong brand preference and loyalty;special purchase effort;little comparison of brands;low price sensitivity,Little product awareness or knowledge(or,if aware,little or even negative interest),Price,High price,Varies,Distribution,Exclusive distribution in only one or a few outlets per market area,Varies,Promotion,More carefully targeted promotion by both the producer and resellers,Aggressive advertising and personal selling by the producer and resellers,Examples,Luxury goods,such as Rolex watches or fine crystal,Life insurance and Red,Cross blood donations,Table 7.1-Marketing Consider,12,Other Market Offerings,Organizations,Persons,Places,Ideas,Other Market OfferingsOrganiza,13,Learning Objective 7-1 Summary,What is a product?,physical,p,roducts,services,and experiences,Actual and augmented product core customer value,Consumer products convenience,shopping,specialty,and unsought,Industrial products materials and parts,capital items,and supplies and services,Organization,person,place,and idea,marketing,Learning Objective 7-1 Summary,14,Learning Objective 7-2,Describe the decisions companies,make regarding,their individual products and services,product lines,and product mixes,.,Learning Objective 7-2Describe,15,Product and Service Decisions,Individual Product Decisions,Product Line Decisions,Product Mix,Decisions,Product and Service DecisionsI,16,Figure 7.2-Individual,Product,and Service Decisions,Figure 7.2-Individual Produc,17,Product Line,Decisions,(1 of 2),A,product line,is closely related products that,:,Have similar functions and customer groups,Are sold through similar outlets or fall within given price,ranges,Product line length is the number of items in the product line.,Product line filling,Product line,stretching,Product Line
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