文档介绍：Chapter 13
Managing Product
Objectives
Product Characteristics
Building & Managing the Product Mix & Product Lines
Brand Decisions
Packaging & Labeling
Components of the Market Offering
Value-based prices
Services mix
and quality
Product features
and quality
Attractiveness of
the market offering
Five Product Levels
Potential product
Augmented product
Expected product
Basic product
Core benefit
Specialty Products
Unsought Products
Shopping Products
Buy less frequently
Gather product information
Fewer purchase locations
Compare for:
Suitability & Quality
Price & Style
Convenience Products
Special purchase efforts
Unique characteristics
Brand identification
Few purchase locations
New innovations
Products consumers don’t want to think about.
Require much advertising &
personal selling
Buy frequently & immediately
Low priced
Many purchase locations
Includes:
Staple goods
Impulse goods
Emergency goods
Consumer-Goods Classification
Product Mix
Width - number of different product lines
Length - total number of items
within the lines
Depth - number of versions of each product
Product Mix -
all the product
lines offered
Consistency
Product-Line Length
Line Stretching
Downmarket
Upmarket
Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning
Two-Way Product-Line Stretch: Marriott Hotels
Quality
Economy
Superior
Standard
Good
Price
High
Above
average
Average
Low
Fairfield Inn
(Vacationers)
Courtyard
(Salespeople)
Marriott
(Middle
managers)
Marriott
Marquis
(Top
executives)
What is a Brand?
Attributes
Benefits
Values
Culture
User
Personality
Brand Equity
No Brand Loyalty
(customer will change)
Satisfied Customer
(no reason to change)
Satisfied & Switching Cost
Values the Brand
(brand as friend)
Devoted
to Brand