Bài giảng Marketing công nghiệp: Chapter 5 - Ph.D. Đinh Tiến Minh

Bài giảng "Marketing công nghiệp - Chapter 5: industrial product strategy" cung cấp cho người học các kiến thức: Definition of an industrial product, changes in product strategy, industrial product life-cycle and strategies, developing product strategies, branding in business market.
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Bài giảng Marketing công nghiệp: Chapter 5 - Ph.D. Đinh Tiến Minh1/3/2017Chapter 5Industrial Product Strategywww.dinhtienminh.netDINH Tien Minh (Ph.D.)University of Economics HCMCObjectivesUnderstanding the meaning of an industrialproduct.Know the factors influencing changes in productstrategy.Learn productapplications.life-cycletheoryanditsUnderstand steps involved in developing productstrategies.Learn branding in business market.2Content5.1 Definition of an industrial product5.2 Changes in product strategy5.3 Industrial product life-cycle and strategies5.4 Developing product strategies5.5 Branding in Business Market311/3/20175.1. Definition of an industrial productDefinition: The industrial product in definednot only as a physical entity, but also as acomplex set of economic, technical, legal andpersonal relationship between the buyer andthe seller.Nguồn: Webster F.E., Jr., Industrial Marketing Strategy, John Wiley & Sons,2nd edition, p.106.45.1. Definition of an industrial productExample of an industrial product Product: Moulded Case Circuit Breakers. Economical side: Price Technical side: Specifications Legal side: If the supplier delays delivery. Personal relationships between itself and thesuppliers.55.1. Definition of an industrial productFrom the customer’s point of view, aproduct is a combination of : Basic properties are included in generic productmade differentiable by adding tangible benefits. Enhanced properties such as product features,styling and quality. Augmented properties such as spare parts,maintenance, repair service, warranties…Nguồn: Krishna K Havaldar (2010), Business Marketing, McGraw Hill,3rd edition, p42621/3/20175.1. Definition of an industrial productTechnical assistanceAugmentedProductFeaturesSparePartsTimelyDeliveryFundamentalBenefitsStylingQualityEnhancedProductGenericProductMaintenancePayment term75.1. Definition of an industrial productAn industrial marketer should be aware of whatconstitutes a total product package in themind of prospective customers(Tangible and Intangible Benefits)85.1. Definition of an industrial productExample of an industrial product Product: Diesel Engines. Tangible benefits: Product quality (less noise,simple or easy operation). Intangible benefits: Availability of Spare parts,Technical assistance, Training931/3/20175.2. Changes in product strategy105.2. Changes in product strategy (cont’)Factors demanding changes in productstrategy:1. Customer’s needs: Monitor continuouslychanges of customer’s needs and continue tosatisfy by making changes in its products. Example: Increase of cost of land used forstoring raw material, the firm’s need havechanged for vertical stacking from 2m to 6mheight in order to save space and money.115.2. Changes in product strategy (cont’)Factors demanding changes in productstrategy (cont’):2. Technology: The change of technology canrequire either the product modification or makeexisting product obsolete. Example: The jelly filled telecom cables aregetting replaced by fiber optic telecom cables.1241/3/20175.2. Changes in product strategy (cont’)Factors demanding changes in productstrategy (cont’):3. Government’s policies or laws Example: Government issues orders for banningthe use of wood for window, door and partitionframe and recommends the use of steel andaluminum frames in order to save naturalenvironment.135.2. Changes in product strategy (cont’)Factors demanding changes in productstrategy (cont’):4. Change of PLC: In order to maintain growth insales and profits, the industrial firms decide todrop, or modify, or develop new (substitute)products when existing products reach“maturity” or “decline” stages in PLC.145.3. Industrial PLC and Strategies155