1、8-1i t s good and good for youChapter EightProduct, Services, and Brands: Building Customer Value8-2Product, Services, and Branding Strategy What Is a Product? Product and Services Decisions Services Marketing Branding Strategy: Building Strong BrandsTopic Outline8-3What Is a Product?Product is anyt

2、hing that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or wantService is a product that consists of activities, benefits or satisfaction that is essentially intangible and does not result in the ownership of anythingProducts, Services, and Expe

3、riences8-4What Is a Product?Experiences represent what buying the product or service will do for the customerProducts, Services, and Experiences8-5What Is a Product?Levels of Product and Services8-6What Is a Product?Product and Service Classifications8-7What Is a Product? Consumer products are produ

4、cts and services for personal consumption Classified by how consumers buy them Convenience products Shopping products Specialty products Unsought productsProduct and Service Classifications8-8What Is a Product?Convenience products consumer products and services that the customer usually buys frequen

5、tly, immediately, and with a minimum comparison and buying effort Newspapers Candy Fast foodProduct and Service Classifications8-9What Is a Product?Shopping products consumer products and services that the customer compares carefully on suitability, quality, price, and style Furniture Cars Appliance

6、sProduct and Service Classifications8-10What Is a Product?Specialty products consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort Medical services Designer clothes High-end electronicsP

7、roduct and Service Classifications8-11What Is a Product?Unsought products consumer products that the consumer does not know about or knows about but does not normally think of buying Life insurance Funeral services Blood donationsProduct and Service Classifications8-12What Is a Product?Industrial pr

8、oducts products purchased for further processing or for use in conducting a business Classified by the purpose for which the product is purchased Materials and parts Capital Raw materialsProduct and Service Classifications8-13What Is a Product?Capital items are industrial products that aid in the bu

9、yers production or operationsMaterials and parts include raw materials and manufactured materials and parts usually sold directly to industrial usersSupplies and services include operating supplies, repair and maintenance items, and business servicesProductand Service Classifications8-14What Is a Pr

10、oduct?Organization marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organizationOrganizations, Persons, Places, and Ideas8-15What Is a Product? Person marketing consists of activities undertaken to create, maintain, or ch

11、ange attitudes and behavior of target consumers toward particular peopleOrganizations, Persons, Places, and Ideas8-16What Is a ProductPlace marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward particular placesSocial marketing i

12、s the use of commercial marketing concepts and tools in programs designed to influence individuals behavior to improve their well-being and that of societyOrganizations, Persons, Places, and Ideas8-17Product and Service DecisionsIndividual Product and Service Decisions8-18Product and Service Decisio

13、nsProduct or service attributescommunicate and deliver the benefitsQualityFeaturesStyle and designIndividual Product and Service Decisions8-19Product and Service DecisionsProduct Quality Level is the level of quality that supports the products positioningProduct Conformance Quality is the products f

14、reedom from defects and consistency in delivering a targeted level of performanceIndividual Product and Service Decisions8-20Product and Service DecisionsProduct featuresare a competitive tool for differentiating a product from competitors productsare assessed based on the value to the customer vers

15、us the cost to the companyIndividual Product and Service Decisions8-21Product and Service DecisionsStyle describes the appearance of the productDesign contributes to a products usefulness as well as to its looksIndividual Product and Service Decisions8-22Product and Service DecisionsBrand is the nam

16、e, term, sign, or designor a combination of thesethat identifies the maker or seller of a product or serviceIndividual Product and Service Decisions8-23Product and Service DecisionsPackaging involves designing and producing the container or wrapper for a productLabels identify the product or brand,

17、describe attributes, and provide promotionIndividual Product and Service Decisions8-24Product and Service DecisionsProduct support services augment actual productsIndividual Product and Service Decisions8-25Product and Service DecisionsProduct line is a group of products that are closely related bec

18、ause they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price rangesProduct Line Decisions8-26Product and Service DecisionsProduct linelength is the number of items in the product lineLine stretchingLine filli

19、ngProduct Line Decisions8-27Product and Service DecisionsProduct mix consists of all the products and items that a particular seller offers for saleWidthLengthDepthConsistencyProduct Mix Decisions8-28Services Marketing Government Private not-for-profit organizations Business servicesTypes of Service

20、 Industries8-29Services MarketingNature and Characteristics of a Service8-30Services MarketingIn addition to traditional marketing strategies, service firms often require additional strategiesService-profit chainInternal marketingInteractive marketingMarketing Strategies for Service Firms8-31Service

21、s MarketingService-profit chain links service firm profits with employee and customer satisfactionInternal service qualitySatisfied and productive service employeesGreater service valueSatisfied and loyal customersHealthy service profits and growthMarketing Strategies for Service Firms8-32Services M

22、arketingInternal marketing means that the service firm must orient and motivate its customer contact employees and supporting service people to work as a team to provide customer satisfactionInternal marketing must precede external marketingMarketing Strategies for Service Firms8-33Services Marketin

23、gInteractive marketing means that service quality depends heavily on the quality of the buyer-seller interaction during the service encounterService differentiationService qualityService productivityMarketing Strategies for Service Firms8-34Services MarketingManaging service differentiation creates

24、a competitive advantage from the offer, delivery, and image of the serviceOffer can include distinctive featuresDelivery can include more able and reliable customer contact people, environment, or processImage can include symbols and brandingMarketing Strategies for Service Firms8-35Services Marketi

25、ngManaging service quality provides a competitive advantage by delivering consistently higher quality than its competitorsService quality always varies depending on interactions between employees and customersMarketing Strategies for Service Firms8-36Services MarketingManaging service productivity r

26、efers to the cost side of marketing strategies for service firmsEmployee recruiting, hiring, and training strategiesService quantity and quality strategiesMarketing Strategies for Service Firms8-37Brand equityThe differential effect that knowing thebrand name has on customer response tothe product o

27、r its marketing.Branding Strategy: Building Strong Brands8-38Branding Strategy: Building Strong Brands8-39Branding Strategy: Building Strong BrandsBrand strategy decisions include:Product attributesProduct benefitsProduct beliefs and valuesBrand Positioning8-40Branding Strategy: Building Strong Bran

28、dsDesirable qualities Suggest benefits and qualitiesEasy to pronounce, recognize, and rememberDistinctiveExtendableTranslatable for the global economy1. Capable of registration and legal protectionBrand Name Selection8-41Branding Strategy: Building Strong BrandsManufacturers brandPrivate brandLicens

29、ed brandCo-brandBrand Sponsorship8-42Branding Strategy: Building Strong BrandsBrand Development Strategies8-43Product and service features, design, a quality level, a brand name, and packaging form the _.supplement productcore productactual product1. augmented product8-44Product and service features

30、, design, a quality level, a brand name, and packaging form the _.supplement productcore productactual product1. augmented product8-45Which of the following are examples of shopping products?Furniture, clothing, used cars, major appliances, and hotel and airline servicesLaundry detergent, candy, mag

31、azines, and fast foodBranded cars, high-priced photographic equipment, and designer clothes1. Life insurance, preplanned funeral services, and blood donations to the Red Cross8-46Which of the following are examples of shopping products?Furniture, clothing, used cars, major appliances, and hotel and

32、airline servicesLaundry detergent, candy, magazines, and fast foodBranded cars, high-priced photographic equipment, and designer clothes1. Life insurance, preplanned funeral services, and blood donations to the Red Cross8-47_ are industrial products that aid in a buyers production or operations, inc

33、luding installations and accessory equipment.MaterialsCapital itemsParts1. Supplies8-48_ are industrial products that aid in a buyers production or operations, including installations and accessory equipment.MaterialsCapital itemsParts1. Supplies8-49Public health campaigns to reduce smoking, drug ab

34、use, and obesity are an example of _ marketing.placepersonorganizationsocial8-50Public health campaigns to reduce smoking, drug abuse, and obesity are an example of _ marketing.placepersonorganizationsocial8-51Which of the following are two dimensions of product quality?Level and consistencyConsiste

35、ncy and accuracyReliability and levelAccuracy and reliability8-52Which of the following are two dimensions of product quality?Level and consistencyConsistency and accuracyReliability and levelAccuracy and reliability8-53_ has been affected in recent times by unit pricing, open dating, and nutritiona

36、l labeling.PackagingBrandingLabeling1. TQM8-54_ has been affected in recent times by unit pricing, open dating, and nutritional labeling.PackagingBrandingLabeling1. TQM8-55Product _ occurs when a company lengthens its product line beyond its current range.line fillingline broadeningline dilutingline

37、 stretching8-56Product _ occurs when a company lengthens its product line beyond its current range.line fillingline broadeningline dilutingline stretching8-57Which of the following refers to the total number of items a company carries within its product lines?Product mix widthProduct mix lengthProdu

38、ct mix depthProduct mix breadth8-58Which of the following refers to the total number of items a company carries within its product lines?Product mix widthProduct mix lengthProduct mix depthProduct mix breadth8-59_ offer services through museums, charities, churches, colleges, foundations, and hospit

39、als.ProprietorshipsBusiness organizationsPrivate not-for-profit organizations1. Governments8-60_ offer services through museums, charities, churches, colleges, foundations, and hospitals.Proprietorships Business organizationsPrivate not-for-profit organizations1. Governments8-61Which of the followin

40、g defines service perishability?The quality of services depends on who provides them as well as when, where, and how they are provided.Services cannot be separated from their providers, whether the providers are people or machines.Services cannot be stored for later sale or use.1. Services cannot be

41、 seen, tasted, felt, heard, or smelled before they are bought.8-62Which of the following defines service perishability?The quality of services depends on who provides them as well as when, where, and how they are provided.Services cannot be separated from their providers, whether the providers are p

42、eople or machines.Services cannot be stored for later sale or use.1. Services cannot be seen, tasted, felt, heard, or smelled before they are bought.8-63ProjectsWhat is your all-time favorite brand? What do you most like about the product and/or brand name? What (if anything) do you dislike? What im

43、age does the brand have in your mind? How loyal are you toward the brand? Why? (Objective 2)Go to the supermarket and take a look at the brand extensions that exist for Coke. Do you think this makes sense or not? When is brand extension a good strategy? When is it a poor one? (Objective 2)Consider Starbucks coffee. Consumers sometimes bond very closely with their preferred brands. What type of brand equity do you believe they have established over the years? How did this happen? (Objective 3)What do you like about your bank? How