Chapter Eight
undefinedChapter Eight
Product, Services, and Brands:
Building Customer Value
undefinedProduct, Services, and Branding
Strategy
•
Product and Services
•
Product and Services Decisions
•
Branding Strategy: Building Strong
Brands
Topic Outline
What Is a Product?
Product
is anything that can be offered in a market for
attention, acquisition, use, or consumption that
might satisfy a need or want
Service
is a product that consists of activities, benefits
or satisfaction that is essentially intangible and does
not result in the ownership of anything
Products, Services, and Experiences
What Is a Product?
Levels of Product and Services
What Is a Product?
Product and Service Classifications
What Is a Product?
•
Consumer products are products and
services for personal consumption
•
Classified by how consumers buy them
–
Convenience products
–
Shopping products
–
Specialty products
–
Unsought products
Product and Service Classifications
What Is a Product?
Convenience products
consumer products and services that
the customer usually buys frequently,
immediately, and with a minimum
comparison and buying effort
–
Newspapers
–
Candy
–
Fast food
Product and Service Classifications
What Is a Product?
Shopping products
consumer products and services that
the customer compares carefully on
suitability, quality, price, and style
–
Furniture
–
Cars
–
Appliances
Product and Service Classifications
What Is a Product?
Specialty products
consumer products and services with unique
characteristics or brand identification for which a
significant group of buyers is willing to make a
special purchase effort
•
Medical services
•
Designer clothes
•
High-end electronics
Product and Service Classifications
What Is a Product?
Unsought products
consumer products that the consumer does not
know about or knows about but does not
normally think of buying
•
Life insurance
•
Funeral services
•
Blood donations
Product and Service Classifications
What Is a Product?
Industrial products
products purchased for further processing or for
use in conducting a business
•
Classified by the purpose for which the product is
purchased
–
Materials and parts
–
Capital items
–
Supplies and services
Product and Service Classifications
What Is a Product?
•
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Product and Service Decisions
Product features
are a competitive tool for differentiating a product from
competitors’ products
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Style
describes the appearance of the product
Design
contributes to a product’s usefulness as well
as to its looks
Product and Service Decisions
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 can add
value to a product. Building and managing brands is
one of the most important tasks for a marketer
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Product and Service Decisions
Product line
is a group of products that are closely
related because they function in a similar manner,
are sold to the same customer groups, are
marketed through the same types of outlets, or fall
within given price ranges
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Product and Service Decisions
Product mix
consists of all the products and items
that a particular seller offers for sale
»
Width
»
Length
»
Depth
»
Consistency
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Services Marketing
Nature and Characteristics of a Service
Branding Strategy: Building Strong Brands
Brand Development Strategies
In this chapter, explore the concepts of products, services, and branding strategies aimed at creating customer value. Learn about classifications, decisions, and levels of products and services to understand their significance in marketing.
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Presentation Transcript
Chapter Eight Product, Services, and Brands: Building Customer Value
Product, Services, and Branding Strategy Topic Outline Product and Services Product and Services Decisions Branding Strategy: Building Strong Brands
What Is a Product? Products, Services, and Experiences Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want Service is a product that consists of activities, benefits or satisfaction that is essentially intangible and does not result in the ownership of anything
What Is a Product? Levels of Product and Services
What Is a Product? Product and Service Classifications Consumer products Industrial products
What Is a Product? Product and Service Classifications Consumer products are products and services for personal consumption Classified by how consumers buy them Convenience products Shopping products Specialty products Unsought products
What Is a Product? Product and Service Classifications Convenience products consumer products and services that the customer usually buys frequently, immediately, and with a minimum comparison and buying effort Newspapers Candy Fast food
What Is a Product? Product and Service Classifications Shopping products consumer products and services that the customer compares carefully on suitability, quality, price, and style Furniture Cars Appliances
What Is a Product? Product and Service Classifications Specialty products consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort Medical services Designer clothes High-end electronics
What Is a Product? Product and Service Classifications Unsought products consumer products that the consumer does not know about or knows about but does not normally think of buying Life insurance Funeral services Blood donations
What Is a Product? Product and Service Classifications Industrial products products purchased for further processing or for use in conducting a business Classified by the purpose for which the product is purchased Materials and parts Capital items Supplies and services
What Is a Product? Product and Service Classifications Materials and parts include raw materials and manufactured materials and parts usually sold directly to industrial users Capital items are industrial products that aid in the buyer s production or operations including installations and accessory equipment Supplies and services supplies include operating supplies (paper, pens, etc.) and maintenance and repair items (ladders, paint,)
Product and Service Decisions Individual Product and Service Decisions Product features are a competitive tool for differentiating a product from competitors products Style describes the appearance of the product Design contributes to a product s usefulness as well as to its looks
Product and Service Decisions Individual Product and Service Decisions 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 can add value to a product. Building and managing brands is one of the most important tasks for a marketer
Product and Service Decisions Product Line Decisions Product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges
Product and Service Decisions Product Mix Decisions Product mix consists of all the products and items that a particular seller offers for sale Width Length Depth Consistency
Services Marketing Nature and Characteristics of a Service
Branding Strategy: Building Strong Brands Brand Development Strategies
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