Giáo án Marketing Management Chapter 12 Setting Product StrategyWhat are the characteristics of products and how do marketers classify products? How can companies differentiate products?How can a company build and manage its product mix and product lines?How can companies combine products to create strong cobrands or ingredient brands?How can companies use packaging, labeling, warranties, and guarantees as marketing tools?
Setting Product Strategy Chapter 12 Chapter Questions • What are the characteristics of products and how marketers classify products? • How can companies differentiate products? • How can a company build and manage its product mix and product lines? • How can companies combine products to create strong co-brands or ingredient brands? • How can companies use packaging, labeling, warranties, and guarantees as Chapter contents Product Product characteristics characteristics and and classifications classifications Differentiation Differentiation Product and Product Brand and Brand relationships relationships Packaging, Packaging, labeling, labeling, warranties, warranties, and and Guarantees Guarantees Debate & Debate & Discussions Discussions Product characteristics and classifications Section Caterpillar: A Great Product High-performance equipment backed by superior sales and service functions are at the heart of Caterpillar’s successful product strategy Caterpillar: A Great Product • Producing high-performance equipment known for its reliability and durability –key purchase considerations in the choice of heavy industrial equipment • Providing a full line of construction equipment and offering a wide range of financial terms • Provide good training to their dealer to serve the end-users better than the competitors • Building a worldwide parts and service system second to none in the industry • => commanding a premium price in the marketplaece Figure 12.1 Components of the Market Offering Value-based prices Product features and quality Services mix and quality Attractiveness of the market offering What is a Product? A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas Figure 12.2 Five Product Levels (Customer value hierarchy) A HOTEL ROOM Rest and sleep Room: bed, bathroom, towels, desk, dresser, and closet Clean bed, fresh towels, working lamp, quite Extra offers exceed customer expectations Possible augmentations and transformations in the future Core benefit Basic product Expected product Augmente d product Potential product MetaMarkets and Meta mediaries MetaMarket: a cluster of complimentary products and services that are closely related in the minds of consumers but spread across a diverse set of industries The wedding market is also a metamarket