Moin

Only available on StudyMode
  • Download(s) : 257
  • Published : May 8, 2013
Open Document
Text Preview
8

Principles of Marketing
Product, Services, and Brand: Building Customer Value

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

Content

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Marketing-mix planning begins with formulating an offering that brings value to target customers

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

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 •  Soap •  Toothpaste

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Products, Services, and Experiences Service is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in ownership •  Doctor’s exam •  Legal advice

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Products, Services, and Experiences Experiences represent what buying the product or service will do for the customer •  Disney •  Toys “R” Us

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Products, Services, and Experiences

Today it’s all about the experience you live with a brand!

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Levels of Product and Services
Augmented product
Delivery and credit

Each level adds more customer value

Actual product
Installation Brand name Quality

Post-sale service

Core Benefit
Design Warranty

Features

Packaging

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Product and Service Classifications
• 

Consumer products are products and services for personal consumption Industrial products are products purchased for further processing or for use in conducting a business

• 

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Product and Service Classifications Consumer products classified by how consumers buy them •  •  •  • 

Convenience products Shopping products Specialty products Unsought products

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Product and Service Classifications
Convenience products: customer usually buys frequently, immediately, and with a minimum comparison and buying effort •  Newspapers •  Candy •  Fast food

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Product and Service Classifications
Shopping products: customer compares carefully on suitability, quality, price, and style •  Furniture •  Home Appliances •  Hotel •  Clothes

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Product and Service Classifications
Specialty products: with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort •  Non-std. cars •  Medical services •  Designer clothes •  High-end electronics

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Product and Service Classifications
Unsought products: consumer does not know about or knows about but does not normally think of buying •  Life insurance •  Funeral services •  Blood donations

Commercial and Marketing Management II

© 2013 Jane Rodríguez del Tronco

What Is a Product?

Product and Service Classifications
Different marketing considerations for each type of consumer product… •  •  •  • 

Convenience products Shopping products Specialty products Unsought products

Price? Distribution?...
tracking img