Marketing Chapter Assignment
-
Upload
aldwin-ong -
Category
Business
-
view
580 -
download
1
description
Transcript of Marketing Chapter Assignment
ALDWIN L. ONG
ASMPH 2012
12 May 2010
•Characteristics of Products•Classification of Products•Product Differentiation•Product and Brand Relationships•Packaging and Labeling•Product Assurance
In developing nations, product competition takes place at the Expected Product Output Level
5 Product Levels
•Kotler: Hotel with clean bed, fresh towels, working lamps, and ample peace.
In developing nations, product competition takes place at the Expected Product Output Level
•Local: ▫Hotel Sofitel▫Imperial Hotel
•RP Medical Application:▫Hi-Precision Diagnostics
In developing nations, product competition takes place at the Expected Product Output Level
Shopping habits can be used to classify consumer goods!
•Kotler: Heinz Ketchup, Ritz Crackers, furniture, Mercedes
Shopping habits can be used to classify consumer goods!
Shopping habits can be used to classify consumer goods!
•Local: ▫Tide▫Hi-Top Supermarket
•RP Medical Application:▫Happy toothpaste▫Sarabia Optical
•Kotler: Lego, Mercedes Benz, BMW Minis
Branding entails the differentiation of products and services
Branding entails the differentiation of products and services
•Local: ▫Mang Inasal
•RP Medical Application:▫The Medical City – Patient-Partners
•Kotler: Nokia cell phones, Gillette, Boeing 777
Design is often an effective means of giving a product its competitive advantage
Design is often an effective means of giving a product its competitive advantage
•Local: ▫San Miguel Beer
•RP Medical Application:▫Gustillo Prosthesis
•Kotler: Rolls-Royce PLC, Best Buy, Costco.
•Local:▫Cebu Pacific
•RP Medical Application:▫TMC Sleep Lab
Adding value to services and improving quality is a plus when products cannot be physically differentiated.
•Kotler: General Electrics, Northwestern University.
•Local: ▫Ateneo de Manila University
•RP Medical Application:▫Belo Medical Group
Product Systems & Mixes:Many companies retail more than one product!
Product lines tend to extend over time……………
•Kotler: Toyota and Lexus, Holiday Inn hotel chain
•Local: ▫Selecta Ice Cream
•RP Medical Application:▫Doctors/specialists who practice in both
private and public hospitals
Product lines tend to extend over time……………
•Kotler: Pizza Hut, KFC, and Taco Bell fast-food.
•Local:▫Jollibee, Greenwich, Red Ribbon, and
Chowking
•RP Medical Application:▫TMC-ASMPH
In Co-Branding, products of one company may be combined with products of another company!
•Kotler: Cool Water Cologne, Campbell Soup Co.
Packaging may be considered as a 5th P of marketing – along with price, product, place, and promotion.
Packaging may be considered as a 5th P of marketing – along with price, product, place, and promotion.
•Local: ▫Zesto
•RP Medical Application:▫Greencross Rubbing Alcohol
•Kotler: Mitsubishi Motors, Cross pens
•Local: ▫National Bookstore
•RP Medical Application:▫Medical equipment and machines
Warranties and Guarantees further serve to assure customers.
•Depending on the product classification, it is possible to make a brand out of a product by using various modes of product differentiation.
•Other strategies to market products include co-branding, unique packaging, and product assurance.
ALDWIN L. ONG
ASMPH 2012
12 May 2010