Managing-Product-Lines--Brands--and-Packaging.ppt

Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,*,2000,Prentice Hall,Chapter 13,Managing Product,Lines,Brands,and Packaging,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 dont 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,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,An Overview ofBranding Decisions,Branding,Decision,Brand,No brand,Brand-,Sponsor,Decision,Manu-,facturer,brand,Distribu-,tor,(private),brand,Licensed,brand,Brand-,Name,Decision,Individual,brand,names,Blanket,family,name,Separate,family,names,Company-,individual,names,Brand-,Repositioning,Decision,Reposi-,tioning,No,reposi-,tioning,Brand-,Strategy,Decision,Line,extension,Brand,extension,Multi-,brands,New,brands,Cobrands,Brand Strategies,Brand,Extension,New,Brand Name,Product Category,Line,Extension,Existing,Existing,Multibrands,New,New,Brands,Good Brand Names:,Suggest,Product,Benefits,Distinctive,Lack Poor,Foreign,Language,Meanings,Suggest,Product,Qualities,Easy to:,Pronounce,Recognize,Remember,Why Package Crucial as a Marketing Tool,Self-service,Consumer affluence,Company&brand image,Opportunity for innovation,Labels,Identify,Describe,Promote,Chapter 14,Designing and,Managing Services,Objectives,Service Definitions&Classifications,How Services Differ Goods,Improving Service Differentiation,Quality,&Productivity,Improving Customer Support Services,Categories of Service Mix,Pure,Service,Tangible,Good,w/,Services,Major,Service,w/Goods,Hybrid,Pure,Tangible,Good,Services,Inseparability,Services cannot,be separated,from their,providers,Perishability,Services cannot,be stored for,later sale or use,Intangibility,Services cannot,be seen,tasted,felt,heard,or,smelled before,purchase,Variability,Quality of,services depends,on who provides,them and when,where,and how,Four Service Characteristics,Services,Inseparability,Increase,productivity of,providers,Perishability,Match supply,and demand,Intangibility,Use cues to,make it tangible,Variability,Standardize,service,production,&delivery,Overcoming Service Challenges,Three Types of Marketingin Service Industries,Internal,marketing,Company,Customers,External,marketing,Employees,Interactive,marketing,Cleaning/,maintenance,services,Financial/,banking,services,Restaurant,industry,Service Differentiation,Offer,Delivery,Image,Service-Quality Model,Expected service,Management perceptions,of consumer expectations,Marketer,Consumer,Gap 1,Service delivery(including,pre-and post-contacts),Gap 3,Translation of perceptions,to service-quality specifications,Gap 2,Gap 5,Perceived service,External,communi-,cations to,consumers,Gap 4,Personal needs,Past experience,Word-of-mouth,communications,Determinants of Service Quality,Reliability,Responsiveness,Assurance,Empathy,Tangibles,ServiceExcellence,Strategic Concept,Top-Management Commitment,High Standards,Monitoring Systems,Satisfying Customer Complaints,Satisfying Both Employees&Customers,Managing Productivity,Importance-Performance Analysis,A.Concentrate here,B.Keep up the good work,D.Possible overkill,C.Low priority,Extremely important,Slightly important,Excellent performance,Fair performance,1,2,9,11,13,12,14,3,4,5,6,7,8,10,#=,Attributes,Complaint Resolution,Hiring Criteria&Training for Employees,Develop Guidelines for Fairness,Remove Complaint Barriers,Analyze Types&Sources of Complaints,