Kotler PDF
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Transcript of Kotler PDF
Looking Ahead
Define product and the major classifications of products and services.
Describe the roles of product and service branding, packaging, labeling and product support services.
Explain the decisions companies make when developing product lines and mixes.
Identify the four characteristics that affect the marketing of a service.
Discuss the additional marketing considerations that services require.
Product Definition
Product: any market offering that is intended to satisfy a want or need. Service: a type of product that is intangible and does not result in the ownership of anything.Experience: a type of product that combines a service or physical product with a memorable experience.
Product Definition
What is a Product ?What is a Product ?Anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need.
Includes: physical objects, services, events, persons, places, organizations, ideas or some combination thereof.
Service Definition
What is a Service ?What is a Service ?A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Examples: banking, hotel, airline, retail, tax preparation, home repairs.
Levels of product and services Figure 11- Core benefit; What is the buyer is really
buying? Example: People buy camcorders to capture important moment.
2- Actual product; Features, brand name, quality, and packaging help the product to be delivered, like Features of the camcorder.
3- Augmented product; additional consumer services after sale. Warranty, delivery, credit, installation, service
Products and Services Classifications;1- consumer products; products and services bought by
end users. Convenience, shopping, specialty, and unsought products ( Figure 2).
2- Industrial products; purchase for further processing or for use in conducting a business. Material, parts, capital items, and supplies and services.
3- Organizations, persons, places, and ideas; - Corporate image advertising - People; lawyers, doctors,,, market them-selves. - places; attract people to cities, region… - Ideas; crest “ create smiles everyday”. Social ideas to
create social marketing to influence people
Unsought ProductsUnsought Products
New innovations Products consumers don’t want to think about Require much advertising &personal selling i.e Life insurance, blood donation
Consumer products
Specialty ProductsSpecialty Products
Special purchase efforts High price Unique characteristics Brand identification Few purchase locations i.e Lamborghini, Rolex
Shopping ProductsShopping Products
Buy less frequently Higher price Fewer purchase locations Comparison shop i.e Clothing, cars, appliances
Convenience ProductsConvenience Products
Buy frequently & immediately Low priced Mass advertising Many purchase locations i.e Candy, newspapers
Product and Service decisions1- Product attributes;1- Product attributes; Quality. Performance and satisfaction includes level and
consistency. Features. Differentiates a product from the competition. Assessed based on value and cost.
Style and design. Style equals appearance: Design is the heart of the
product.
2-2- BrandingBrandingIs a name, term, sign, symbol, design or combination of these that identifies the maker or seller of a product or service. Advantages to Branding Buyers: Identification Quality and value
Sellers Tells a story Provides legal
protection Helps segments
markets
Brand Equity Higher brand loyalty Name awareness Perceived quality Strong brand
associations Patents, trademarks,
channel relationships
3- Packaging: Developing a good wrapper for a product.
Packaging concept. Package elements. Product safety. Environmental concerns.
4- Labeling: Identify the product Weights/measures Description/instructions Ingredients Nutritional information
.5- Product support services; Customer service Assess the value of current services and obtain
ideas for new services. Assess the cost of providing the services. Put together a package of services that delights the
customers and yields profits for the company.
Product Line Decisions
Product line: Group of closely related products due to function, similar target markets, outlets sold in, or similar pricing
- Length: number of items in the product line. - Line stretching: adding items to either. High- end of the line can be stretched downwards. Marriott, Mercedes.
- Line filling: adding items within the product line range. Increase sizes,
Branding Strategy : Building strong Brands Brand equity: Positive differential effect that knowing the
brand name has on customer response to the product or service.
Brands are more than just names and symbols. Brands represent consumer’s perceptions and feelings about a product and its performance.
Brands exits in the mind of consumers.Major Brand Strategy Decisions: Figure 3
Major Brand Strategy DecisionsMajor Brand Strategy Decisions1- 1- Brand positioning; Can position brands at any of three levels. Product attributes. Product benefits. Consumer beliefs and values.
2 - Brand name selection: Suggest something about the product’s benefits Easy to pronounce, recognize, and remember Distinctive and Extendable Ability to be translated into other languages Capable of being registered and legally protected
Major Brand Strategy DecisionsMajor Brand Strategy Decisions
3- Brand sponsorship: Manufacturer’s brand Brand sponsored and promoted by the producer
of the good, such as Pepsi, IBM. Private brand Brand created and owned by a reseller
of a product or service such as President’s Choice.
Licensing 4- Brand development, Figure 4
Service Marketing
Service CharacteristicsService Characteristics Intangibility. Cannot be seen, tasted, felt or smelled before
purchasing. Inseparability. Consumed when it is provided and cannot be
separated from the provider. Variability. Quality depends on who provides.
Perishability. Cannot be stored or resold. Figure 5
Marketing in Service Industries
Service profit chain:Service profit chain:1- Internal service quality: selecting, hiring, training, talent
employees leads to :2- Satisfied employees: loyal productive, happy employees lead to:3- Greater service value: High quality service delivery leads to:4- Satisfied and loyal customers; loyal, repeat purchase leads to;5- Business growth and profit: superior service performance.
InternalService quality
Satisfiedemployees
ServiceValue
Satisfiedcustomers
Profit&
growth
Managing Service Differentiation
Differentiate offer by: Innovative features Service delivery Images or symbols
Service quality Service recovery: retain angry customers
Service productivity - lowering the overhead costs - Increase service productivity
Additional Product Considerations
Product decisions and social responsibility Government regulation Food and product safety Pricing and advertising Labeling, 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