Copyright 2012 by Cengage Learning Inc. All Rights Reserved
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Product concepts презентация
Содержание
- 1. Product concepts
- 2. Learning Outcomes LO1 LO2 LO3 Define
- 3. Learning Outcomes Define the terms product
- 4. What Is a Product? Define the term
- 5. What Is a Product? Everything, both favorable
- 6. What Is a Product? Product is the
- 7. Review Learning Outcome LO1 Define the Term
- 8. Types of Consumer Products Classify consumer products.
- 9. Types of Products Business Product - A
- 10. Types of Consumer Products Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 11. Types of Consumer Products Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 12. Review Learning Outcome LO2 Consumer Products Copyright
- 13. The Importance of Services Discuss the importance
- 14. Service The result of applying human or
- 15. Review Learning Outcome The Importance of Services
- 16. How Services Differ from Goods Discuss the
- 17. How Services Differ from Goods
- 18. How Services Differ from Goods Search Qualities
- 19. Review Learning Outcome The Difference Between Services
- 20. Product Items, Lines, and Mixes Define the
- 21. Product Items, Lines, and Mixes Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 22. Campbell’s Product Lines and Mix Copyright 2012
- 23. Benefits of Product Lines Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 24. Product Mix Width The number of product
- 25. Product Line Depth The number of product
- 26. Adjustments Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 27. Types of Product Modifications Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 28. Planned Obsolescence The practice of modifying
- 29. Repositioning Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 30. Product Line Extension Adding additional products to
- 31. Product Line Contraction Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 32. Review Learning Outcome Product Item, Product Line,
- 33. Branding Describe marketing uses of branding.
- 34. Brand A name, term, symbol, design,
- 35. Branding Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 36. Benefits of Branding Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 37. Top Ten Global Brands Source: Reprinted from
- 38. Branding Strategies Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 39. Manufacturers’ Brands Versus Private Brands Manufacturer’s Brand-
- 40. Advantages of Manufacturers’ Brands Heavy consumer ads
- 41. Advantages of Private Brands Earn higher profits
- 42. Individual Brands Versus Family Brands Individual Brand-
- 43. Cobranding Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 44. Trademarks Many parts of a brand
- 45. Review Learning Outcome Marketing Uses of Branding
- 46. Packaging Describe marketing uses of packaging
- 47. Functions of Packaging Contain and Protect Promote
- 48. Labeling Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 49. Universal Product Codes Universal Product Codes (UPCs)-
- 50. Review Learning Outcome Packaging and Labeling LO7
- 51. Global Issues in Branding and Packaging
- 52. Global Issues in Branding Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 53. Global Issues in Packaging Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 54. Review Learning Outcome Global Issues in Branding
- 55. Product Warranties Describe how and why product
- 56. Product Warranties Copyright 2012 by Cengage Learning Inc. All Rights Reserved
- 57. Review Learning Outcome Product Warranties LO9 Express
Learning Outcomes LO1 LO2 LO3 Define the term product Classify consumer products
Discuss the importance of services to the economy Discuss the differences between services and goods
Слайд 1Chapter 10: Product Concepts
Prepared by David Ferrell, B-books, Ltd.
Designed by Eric
Brengle, B-books, Ltd.
Слайд 2Learning Outcomes
LO1
LO2
LO3
Define the term product
Classify consumer products
Discuss the importance of services
to the economy
Discuss the differences between services and goods
Discuss the differences between services and goods
LO4
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 3Learning Outcomes
Define the terms product item, product line, and product
mix
Describe marketing uses of branding
Describe marketing uses of packaging and labeling
Discuss global issues in branding and packaging
Describe how and why product warranties are important marketing tools
Describe marketing uses of branding
Describe marketing uses of packaging and labeling
Discuss global issues in branding and packaging
Describe how and why product warranties are important marketing tools
LO5
LO6
LO7
LO9
LO8
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 4What Is a Product?
Define the term product.
LO1
Copyright 2012 by Cengage Learning
Inc. All Rights Reserved
Слайд 5What Is a Product?
Everything, both favorable
and unfavorable, that a
person
receives in an exchange.
Tangible Good
Service
Idea
Tangible Good
Service
Idea
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 6What Is a Product?
Product is the starting point of
Marketing Mix
Copyright 2012
by Cengage Learning Inc. All Rights Reserved
Слайд 7Review Learning Outcome
LO1
Define the Term Product
Copyright 2012 by Cengage Learning Inc.
All Rights Reserved
Слайд 8Types of Consumer Products
Classify consumer products.
LO2
Copyright 2012 by Cengage Learning Inc.
All Rights Reserved
Слайд 9Types of Products
Business Product - A product
used to manufacture other
goods
or services, to facilitate
an organizations operations, or
to resell to other consumers.
Consumer Product - A product
bought to satisfy an individual’s
personal needs or wants.
an organizations operations, or
to resell to other consumers.
Consumer Product - A product
bought to satisfy an individual’s
personal needs or wants.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 12Review Learning Outcome
LO2
Consumer Products
Copyright 2012 by Cengage Learning Inc. All Rights
Reserved
Слайд 13The Importance of Services
Discuss the importance of
services to the economy.
LO3
Copyright
2012 by Cengage Learning Inc. All Rights Reserved
Слайд 14Service
The result of applying human or
mechanical efforts to
people or
objects.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 15Review Learning Outcome
The Importance of Services
LO3
Copyright 2012 by Cengage Learning Inc.
All Rights Reserved
Слайд 16How Services Differ from Goods
Discuss the differences between
services and goods.
LO4
Copyright
2012 by Cengage Learning Inc. All Rights Reserved
Слайд 17How Services Differ from Goods
Four Unique Service Characteristics
Intangibility
Inseparability
Heterogeneity
Perishability
Copyright
2012 by Cengage Learning Inc. All Rights Reserved
Слайд 18How Services Differ from Goods
Search Qualities
Experience Qualities
Credence Qualities
Intangibility
Copyright 2012 by Cengage
Learning Inc. All Rights Reserved
Слайд 19Review Learning Outcome
The Difference Between Services and Goods
LO4
Copyright 2012 by Cengage
Learning Inc. All Rights Reserved
Слайд 20Product Items, Lines, and Mixes
Define the terms product item,
product line,
and product mix.
LO5
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 22Campbell’s Product Lines and Mix
Copyright 2012 by Cengage Learning Inc. All
Rights Reserved
Source: Campbell’s Web site: http://www.campbellsoup.com, June 10, 2008.
Слайд 24Product Mix Width
The number of product lines
an organization offers.
Diversifies
risk
Capitalizes on established
reputations
Capitalizes on established
reputations
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 25Product Line Depth
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 on seasonal sales patterns
Increases sales/profits by further market
segmentation
Capitalizes on economies of scale
Evens out on seasonal sales patterns
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 28Planned Obsolescence
The practice of modifying
products so those that have
already
been sold become
obsolete before they actually
need replacement.
obsolete before they actually
need replacement.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 30Product Line Extension
Adding additional products to an
existing product line in
order
to complete more broadly
in the industry.
to complete more broadly
in the industry.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 32Review Learning Outcome
Product Item, Product Line, and Product Mix
LO5
Copyright 2012 by
Cengage Learning Inc. All Rights Reserved
Слайд 33Branding
Describe marketing
uses of branding.
LO6
Copyright 2012 by Cengage Learning Inc. All
Rights Reserved
Слайд 34Brand
A name, term, symbol, design,
or combination thereof that
identifies a seller’s
products
and differentiates them
from competitors’ products.
and differentiates them
from competitors’ products.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 37Top Ten Global Brands
Source: Reprinted from the September 29, 2008, issue
of Business Week by special permission, copyright © 2007 by The McGraw-Hill Companies, Inc.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 39Manufacturers’ Brands Versus
Private Brands
Manufacturer’s Brand- The brand
name of manufacturer.
Private Brand- A
brand name
owned by a wholesaler or a
retailer. Also known as private
label or store brand.
owned by a wholesaler or a
retailer. Also known as private
label or store brand.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 40Advantages 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
Rapid delivery, carry less inventory
If dealer carries poor quality brand, customer may simply switch brands and remain loyal to dealer
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 41Advantages 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
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
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 42Individual Brands Versus Family Brands
Individual Brand- Using different
brand names for different
products.
Family
Brand- Marketing several
different products under the
same brand name.
different products under the
same brand name.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 44Trademarks
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.
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.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 45Review Learning Outcome
Marketing Uses of Branding
LO6
Copyright 2012 by Cengage Learning Inc.
All Rights Reserved
Слайд 46Packaging
Describe marketing uses of
packaging and labeling.
LO7
Copyright 2012 by Cengage Learning
Inc. All Rights Reserved
Слайд 47Functions of Packaging
Contain and Protect
Promote
Facilitate Storage, Use,
and Convenience
Facilitate Recycling
Copyright 2012
by Cengage Learning Inc. All Rights Reserved
Слайд 49Universal Product Codes
Universal Product Codes (UPCs)-
A series of thick and
thin vertical
lines (bar codes),
readable by computerized optical
scanners, that represent numbers
used to track products.
lines (bar codes),
readable by computerized optical
scanners, that represent numbers
used to track products.
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 50Review Learning Outcome
Packaging and Labeling
LO7
Copyright 2012 by Cengage Learning Inc. All
Rights Reserved
Слайд 51Global Issues in
Branding and Packaging
Discuss global issues
in branding and
packaging.
LO8
Copyright 2012 by Cengage Learning Inc. All Rights Reserved
Слайд 54Review Learning Outcome
Global Issues in Branding and Packaging
LO8
Copyright 2012 by Cengage
Learning Inc. All Rights Reserved
Слайд 55Product Warranties
Describe how and why product
warranties are important
marketing tools.
LO9
Copyright
2012 by Cengage Learning Inc. All Rights Reserved
Слайд 57Review Learning Outcome
Product Warranties
LO9
Express warranty = written guarantee
Implied warranty = unwritten guarantee
Copyright 2012 by Cengage
Learning Inc. All Rights Reserved
