In this chapter you will learn: Understand what product really means, know the key differences between goods and services, know the differences among the various consumer and business product classes, understand how the product classes can help a marketing manager plan marketing strategies,...
Chapter 9: Product Planning for Goods and Services For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Strategic Planning for Product Target Market Product Place Promotion Price Product Idea Brand Package Warranty Protection, Promotion, (or both) None, full, or limited Physical good/service Features Quality level Accessories Installation Instructions Product line Type of Brand: Individual or family Manufacturer or dealer Exhibit 91 92 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Consumer Product Classes Convenience Consumer Product Classes Shopping Specialty Unsought 93 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Business Products Installations Professional Services MRO Supplies Accessories Business Product Classes Raw Materials Component Parts and Materials 94 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Branding Rejection Nonrecognition Recognition Preference Insistence 95 Focus: Change Position Focus: Increase Awareness Focus: Continue Education Focus : Maintain Availability Focus : Develop High Brand Equity For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited What Kind of Brand to Use? ? Family Brand ? ? Individual Brand ? Brand Choices ? Manufacturer Dealer ? ? Generic 96 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Strategic Importance of Packaging Convenient packages are easier to use, making purchase decisions easier for the customer as well 97 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Using Warranties to Improve the Marketing Mix Warranty 98 A warranty says the company stands behind the product. Consumers often feel more comfortable with products they know come with assurances For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited ... Ryerson Limited What Kind of Brand to Use? ? Family Brand ? ? Individual Brand ? Brand Choices ? Manufacturer Dealer ? ? Generic 96 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright... 2002 McGraw-Hill Ryerson Limited Business Products Installations Professional Services MRO Supplies Accessories Business Product Classes Raw Materials Component Parts and Materials 94 For use... Increase Awareness Focus: Continue Education Focus : Maintain Availability Focus : Develop High Brand Equity For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill