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Premium member Presentation Transcript Slide 1: CHAPTER 9 Product Concepts Learning Outcomes : 2 Learning Outcomes LO3 LO2 Define the term product Classify consumer products Discuss the importance of services to the economy Discuss the differences between services and goods LOI LO4 Learning Outcomes : 3 Learning Outcomes Define the terms product item, product line, and product mix Describe marketing uses of branding Describe marketing use of packaging and labeling Describe how and why product warranties are important marketing tools LO5 LO6 LO7 LO8 What Is a Product? : 4 Define the term product What Is a Product? LO1 What Is a Product? : 5 LOI What Is a Product? What Is a Product? : 6 LOI What Is a Product? Product is the starting point ofMarketing Mix REVIEW LEARNING OUTCOME : 7 REVIEW LEARNING OUTCOME LOI Define the term product Types of Consumer Products : 8 Classify consumer products Types of Consumer Products LO2 Types of Products : 9 LO2 Types of Products Types of Consumer Products : 10 LO2 Types of Consumer Products Types of Consumer Products : 11 LO2 Types of Consumer Products REVIEW LEARNING OUTCOME : 12 REVIEW LEARNING OUTCOME LO2 Consumer Products The Importance of Services : 13 Discuss the importance of services to the economy The Importance of Services LO3 Service : 14 LO3 Service REVIEW LEARNING OUTCOMEThe Importance of Services : 15 REVIEW LEARNING OUTCOMEThe Importance of Services LO3 Slide 16: 16 Biz Flix LO3 Intolerable Cruelty How Services Differ from Goods : 17 Discuss the differences between services and goods How Services Differ from Goods LO4 How Services Differ from Goods : 18 LO4 How Services Differ from Goods How Services Differ from Goods : 19 LO4 How Services Differ from Goods Intangibility Search Qualities Experience Qualities Credence Qualities Product Items, Lines, and Mixes : 20 Define the terms product item, product line, and product mix Product Items, Lines, and Mixes LO5 Product Items, Lines, and Mixes : 21 LO5 Product Items, Lines, and Mixes Campbell’s Product Lines and Mix : 22 LO5 Campbell’s Product Lines and Mix Benefits of Product Lines : 23 LO5 Benefits of Product Lines Product Mix Width : 24 LO5 The number of product lines an organization offers. Product Mix Width Diversifies risk Capitalizes on established reputations Product Line Depth : 25 LO5 The number of product items in a product line. Attracts buyers with different preferences Increases sales/profits by further market segmentation Capitalizes on economies of scale Evens out seasonal sales patterns Product Line Depth Adjustments : 26 LO5 Adjustments Types of Product Modifications : 27 LO5 Types of Product Modifications Planned Obsolescence : 28 LO5 Planned Obsolescence Repositioning : 29 LO5 Repositioning Product Line Extension : 30 LO5 Product Line Extension Product Line Contraction : 31 LO5 Product Line Contraction REVIEW LEARNING OUTCOMEProduct item, product line, and product mix : 32 REVIEW LEARNING OUTCOMEProduct item, product line, and product mix LO5 Branding : 33 Describe marketing uses of branding Branding LO6 Brand : 34 LO6 Brand Branding : 35 LO6 Branding Benefits of Branding : 36 LO6 Benefits of Branding Slide 37: 37 Biz Flix 37 LO6 Josie and the Pussycats Top Five Global and North American Brands : 38 LO6 Top Five Global and North American Brands SOURCE: Deborah L. Vence, “Not Taking Care of Business,” Marketing News, March 15, 2005, p. 19. Branding Strategies : 39 LO6 Branding Strategies Generic Brand : 40 LO6 A no-frills, no-brand-name, low-cost product that is simply identified by its product category. Generic Brand Manufacturers’ Brands VersusPrivate Brands : 41 LO6 Manufacturers’ Brands VersusPrivate Brands Manufacturers’ Brand Private Brand The brand name of a manufacturer. A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand. Advantages of Manufacturers’ Brands : 42 LO6 Advantages of Manufacturers’ Brands Heavy consumer ads by manufacturers Attract new customers Enhance dealer’s prestige Rapid delivery, carry less inventory If dealer carries poor quality brand, customer may simply switch brands and remain loyal to dealer Advantages of Private Brands : 43 LO6 Advantages of Private Brands Earn higher profits on own brand Less pressure to mark down price Manufacturer can become a direct competitor or drop a brand/reseller Ties customer to wholesaler or retailer Wholesalers and retailers have no control over the intensity of distribution of manufacturers’ brands Individual Brands Versus Family Brands : 44 LO6 Individual Brand Family Brand Using different brand names for different products. Marketing several different products under the same brand name. Individual Brands Versus Family Brands Cobranding : 45 LO4 Cobranding Trademarks : 46 LO6 Trademarks TM Many parts of a brand and associated symbols qualify for trademark protection. Trademark right comes from use rather than registration. The mark has to be continuously protected. Rights continue for as long as the mark is used. Trademark law applies to the online world. REVIEW LEARNING OUTCOMEMarketing Uses of Branding : 47 REVIEW LEARNING OUTCOMEMarketing Uses of Branding LO6 Packaging : 48 Describe marketing uses of packaging and labeling Packaging LO7 Functions of Packaging : 49 LO7 Functions of Packaging Contain and Protect Promote Facilitate Storage, Use, and Convenience Facilitate Recycling http://www.levesquedesign.com/ http://www.design4packaging.com Online Labeling : 50 LO7 http://www.fda.gov Labeling Universal Product Codes : 51 LO7 Universal Product Codes REVIEW LEARNING OUTCOMEPackaging and Labeling : 52 REVIEW LEARNING OUTCOMEPackaging and Labeling LO7 Product Warranties : 53 Describe how and why product warranties are important marketing tools Product Warranties LO8 Product Warranties : 54 LO8 Product Warranties REVIEW LEARNING OUTCOMEProduct Warranties : 55 REVIEW LEARNING OUTCOMEProduct Warranties LO8 Express warranty = written guarantee Implied warranty = unwritten guarantee You do not have the permission to view this presentation. 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Chapter 09 krathbone Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 63 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: August 24, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide 1: CHAPTER 9 Product Concepts Learning Outcomes : 2 Learning Outcomes LO3 LO2 Define the term product Classify consumer products Discuss the importance of services to the economy Discuss the differences between services and goods LOI LO4 Learning Outcomes : 3 Learning Outcomes Define the terms product item, product line, and product mix Describe marketing uses of branding Describe marketing use of packaging and labeling Describe how and why product warranties are important marketing tools LO5 LO6 LO7 LO8 What Is a Product? : 4 Define the term product What Is a Product? LO1 What Is a Product? : 5 LOI What Is a Product? What Is a Product? : 6 LOI What Is a Product? Product is the starting point ofMarketing Mix REVIEW LEARNING OUTCOME : 7 REVIEW LEARNING OUTCOME LOI Define the term product Types of Consumer Products : 8 Classify consumer products Types of Consumer Products LO2 Types of Products : 9 LO2 Types of Products Types of Consumer Products : 10 LO2 Types of Consumer Products Types of Consumer Products : 11 LO2 Types of Consumer Products REVIEW LEARNING OUTCOME : 12 REVIEW LEARNING OUTCOME LO2 Consumer Products The Importance of Services : 13 Discuss the importance of services to the economy The Importance of Services LO3 Service : 14 LO3 Service REVIEW LEARNING OUTCOMEThe Importance of Services : 15 REVIEW LEARNING OUTCOMEThe Importance of Services LO3 Slide 16: 16 Biz Flix LO3 Intolerable Cruelty How Services Differ from Goods : 17 Discuss the differences between services and goods How Services Differ from Goods LO4 How Services Differ from Goods : 18 LO4 How Services Differ from Goods How Services Differ from Goods : 19 LO4 How Services Differ from Goods Intangibility Search Qualities Experience Qualities Credence Qualities Product Items, Lines, and Mixes : 20 Define the terms product item, product line, and product mix Product Items, Lines, and Mixes LO5 Product Items, Lines, and Mixes : 21 LO5 Product Items, Lines, and Mixes Campbell’s Product Lines and Mix : 22 LO5 Campbell’s Product Lines and Mix Benefits of Product Lines : 23 LO5 Benefits of Product Lines Product Mix Width : 24 LO5 The number of product lines an organization offers. Product Mix Width Diversifies risk Capitalizes on established reputations Product Line Depth : 25 LO5 The number of product items in a product line. Attracts buyers with different preferences Increases sales/profits by further market segmentation Capitalizes on economies of scale Evens out seasonal sales patterns Product Line Depth Adjustments : 26 LO5 Adjustments Types of Product Modifications : 27 LO5 Types of Product Modifications Planned Obsolescence : 28 LO5 Planned Obsolescence Repositioning : 29 LO5 Repositioning Product Line Extension : 30 LO5 Product Line Extension Product Line Contraction : 31 LO5 Product Line Contraction REVIEW LEARNING OUTCOMEProduct item, product line, and product mix : 32 REVIEW LEARNING OUTCOMEProduct item, product line, and product mix LO5 Branding : 33 Describe marketing uses of branding Branding LO6 Brand : 34 LO6 Brand Branding : 35 LO6 Branding Benefits of Branding : 36 LO6 Benefits of Branding Slide 37: 37 Biz Flix 37 LO6 Josie and the Pussycats Top Five Global and North American Brands : 38 LO6 Top Five Global and North American Brands SOURCE: Deborah L. Vence, “Not Taking Care of Business,” Marketing News, March 15, 2005, p. 19. Branding Strategies : 39 LO6 Branding Strategies Generic Brand : 40 LO6 A no-frills, no-brand-name, low-cost product that is simply identified by its product category. Generic Brand Manufacturers’ Brands VersusPrivate Brands : 41 LO6 Manufacturers’ Brands VersusPrivate Brands Manufacturers’ Brand Private Brand The brand name of a manufacturer. A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand. Advantages of Manufacturers’ Brands : 42 LO6 Advantages of Manufacturers’ Brands Heavy consumer ads by manufacturers Attract new customers Enhance dealer’s prestige Rapid delivery, carry less inventory If dealer carries poor quality brand, customer may simply switch brands and remain loyal to dealer Advantages of Private Brands : 43 LO6 Advantages of Private Brands Earn higher profits on own brand Less pressure to mark down price Manufacturer can become a direct competitor or drop a brand/reseller Ties customer to wholesaler or retailer Wholesalers and retailers have no control over the intensity of distribution of manufacturers’ brands Individual Brands Versus Family Brands : 44 LO6 Individual Brand Family Brand Using different brand names for different products. Marketing several different products under the same brand name. Individual Brands Versus Family Brands Cobranding : 45 LO4 Cobranding Trademarks : 46 LO6 Trademarks TM Many parts of a brand and associated symbols qualify for trademark protection. Trademark right comes from use rather than registration. The mark has to be continuously protected. Rights continue for as long as the mark is used. Trademark law applies to the online world. REVIEW LEARNING OUTCOMEMarketing Uses of Branding : 47 REVIEW LEARNING OUTCOMEMarketing Uses of Branding LO6 Packaging : 48 Describe marketing uses of packaging and labeling Packaging LO7 Functions of Packaging : 49 LO7 Functions of Packaging Contain and Protect Promote Facilitate Storage, Use, and Convenience Facilitate Recycling http://www.levesquedesign.com/ http://www.design4packaging.com Online Labeling : 50 LO7 http://www.fda.gov Labeling Universal Product Codes : 51 LO7 Universal Product Codes REVIEW LEARNING OUTCOMEPackaging and Labeling : 52 REVIEW LEARNING OUTCOMEPackaging and Labeling LO7 Product Warranties : 53 Describe how and why product warranties are important marketing tools Product Warranties LO8 Product Warranties : 54 LO8 Product Warranties REVIEW LEARNING OUTCOMEProduct Warranties : 55 REVIEW LEARNING OUTCOMEProduct Warranties LO8 Express warranty = written guarantee Implied warranty = unwritten guarantee