Chapter 9 Product Concepts.PPT

‘Product’ Essentials The Goods/Services Continuum What is a Product? Types of Consumer Products Types of Consumer Products Product Items, Lines, and Mixes Gillette’s Product Lines and Mix Product Line Extension Branding Master Brands Branding Strategies Individual Brands VersusFamily Brands Cobranding * Chapter 9 Product Concepts TOTAL MARKETING EFFORTS Idea (ambiguous) Product (tangible) Service (intangible) Product Planning The Offering Computer diskette Computer software Computer Computer program Systems design Please note: The above continuum should be viewed left to right. Within each row, a consistent pattern moves from pure good to pure service. When comparing different rows, less consistency exists due to the diversity of examples shown. Exercise equipment Off-the- rack furniture Self-service gasoline In-home rental of equipment Custom- made furniture Full-service gasoline Use of equipment in hotel Pure goods Pure services Health and fitness clubs Cleaning furniture Driver ed. (firm’s car) Personal trainer Interior decorator Driver ed. (consumer’s car) Reuphol- stering furniture Trans- mission overhaul Promotion Product isthe “heart” ofMarketing Mix Place (Distribution) Price Unsought Products Specialty Products Shopping Products Convenience Products Consumer Products Business Products PRODUCTS Convenience Product Shopping Product Specialty Product Unsought Product A relatively inexpensive item that merits little shopping effort. A product that requires comparison shopping, because it is usually more expensive and found in fewer stores. A particular item that consumers search extensively for and are reluctant to accept substitutes. A product unknown to the potential buyer or a known product that the buyer does not actively seek. ConsumerCharacteristics Types of Consumer Products Convenience Shopping Specialty Prepurchase Knowledge High Low High Effort to Acquir