Lecture Basic Marketing: A global managerial approach - Chapter 9: Product planning for goods and services

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,...
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Lecture Basic Marketing: A global managerial approach - Chapter 9: Product planning for goods and services 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 Brand Package Warranty Idea Physical good/service Type of Brand: Features Individual or Protection, Quality level family Promotion, None, full, or Accessories Manufacturer or (or both) limited Installation dealer Instructions Product line Exhibit 9­1 9­2 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Consumer Product Classes Convenience Shopping Consumer Product Classes Specialty Unsought 9­3 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Business Products Installations Professional Accessories Services Business Product Classes MRO Raw Supplies Materials Component Parts and Materials 9­4 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Branding Focus: Rejection Change Position Focus: Nonrecognition Increase Awareness Focus: Recognition Continue Education Focus : Preference Maintain Availability Focus : Develop High Insistence Brand Equity 9­5 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 A warranty says the  Warranty company stands behind  the product.  Consumers  often feel more  comfortable with  products they know  come with assurances. 9­8 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.