Chapter8 Product And Services Strategy
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Resources: Marketing an Introduction / Gary Armstrong, Philip Kotler Product and Services Strategy
Transcript of Chapter8 Product And Services Strategy
Resources:
Marketing an Introduction / Gary Armstrong, Philip Kotler
Product and Services Strategy
What is Product?
Products are tangible
Services are intangible
Experiences are memorable
Levels of Product
Core benefit
or service
Brandname
Packaging
Features
DesignQualitylevel
Installation
Aftersale
service
Warranty
DeliveryAnd
credit
Core product
Actual product
Augmented product
Individual Product Decisions
Product attributesProduct attributes
BrandingBranding
PackagingPackaging
LabelingLabeling
Product supportservices
Product supportservices
Product Attributes
Product qualityProduct quality
Product featuresProduct features
Product styleand design
Product styleand design
Performance quality
Conformance quality
Customerdefined quality
Motorola – Our definition of a defect is: if the customer doesn’t like it, it’s a defect Siemens – Quality is when our customers come back and our product’s don’t
Branding
A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
Branding (Parfum de France)
Branding (Extra)
Branding
Brands
- should be easy to pronounce, recognize and remember- should be distinctive- should be extendable- should easily translate into foreign languages
Best Global Brands
Packaging
Traditional view
- contain- protect
Recent view
- attracting consumers- describing product
Labeling
- identifies product owner- describes who made it, when and where- promotion with attractive graphics
Service Marketing
Variability
Quality of services dependson who provides them
and when, where, and how
Variability
Quality of services dependson who provides them
and when, where, and how
Intangibility
Services cannot be seen, tasted, felt, heard, or smelled
before purchase
Intangibility
Services cannot be seen, tasted, felt, heard, or smelled
before purchase
Inseparability
Services cannot beseparated from their
providers
Inseparability
Services cannot beseparated from their
providers
Perishability
Services cannot be storedfor later sale or use
Perishability
Services cannot be storedfor later sale or use
ServicesServices
