ºÝºÝߣ

ºÝºÝߣShare a Scribd company logo

Marketing Management

•Download as PPTX, PDF•
•
C
ChristineMaeCabulagan

This document defines key product-related terms and discusses different levels and types of products, branding, packaging, product lines, and product mix decisions. It defines a product as anything offered in the market that might satisfy a want or need. Products have three levels - the core product or benefit, the actual product including features and packaging, and the augmented product which includes additional services. Products are also classified as consumer, industrial, or services. The document discusses branding, packaging functions and decisions, factors in packaging decisions, product line decisions about length and filling, and defining a company's product mix.

1 of 21
Downloaded 53 times
Products
Marketing Management
Some terms to Remember:BrandBrand name Capital ItemsConsumer GoodsConvenience GoodsCopyrightDurable GoodsIndustrial GoodsMaterials and PartsNon-durable GoodsPackagingProductProduct lineProduct MixServicesShopping GoodsSpecialty GoodsTrademarkUnsought Goods
What is a Product? A product is defined as anything that can be offered in the market for attention, acquisition, use or consumption that might satisfy a want or need.
Three Levels ProductAfter-Sales ServicesAugmented ProductPackagingCore ProductCoreBenefit OrServiceBrand nameFeaturesInstillationDelivery and CreditQualityStylingActual ProductWarranty
Core Products- a part of the total product that the consumer is actually buying.Actual Product- this includes the products name, label, packaging, features, and a quality level.Augmented Product-is the part where the seller provides additional services and privileges to consumers who bought the product.
Classification of ProductsConsumer ProductsConvenience GoodsShoppingGoodsSpecialtyGoodsUnsought GoodsHomogenous ProductsStaple GoodsImpulse GoodsHeterogeneous ProductsEmergency Goods
2. Industrial ProductsCharacteristics of Industrial Products:Categories of Industrial Products:-Derived DemandPrice Sensitivity
Fluctuating Demand
Limited Market
Geographic Concentration of Markets Rational Buying Behavior
Long Negotiating Period
Infrequent Sales
Industrial Advertising and Personal Selling Raw materials
Major equipment
Accessory equipment
Component Parts
Process Materials
Consumable Supplies
Industrial ServicesBranding In addition to making decisions actual products, marketers must make many decisions associated with branding, such as brands, brand names, brand marks, trademarks, and trade names.
Brand name is that partof a brand which can bespoken- including letters,words and number. Brandis a name, term,design, symbol, or anyfeature identities onesseller’s good or servicesas distinct from those ofother seller. A brand mayIdentify one item, a family of items, or all items of that seller.

More Related Content

Marketing Management

  • 3. Some terms to Remember:BrandBrand name Capital ItemsConsumer GoodsConvenience GoodsCopyrightDurable GoodsIndustrial GoodsMaterials and PartsNon-durable GoodsPackagingProductProduct lineProduct MixServicesShopping GoodsSpecialty GoodsTrademarkUnsought Goods
  • 4. What is a Product? A product is defined as anything that can be offered in the market for attention, acquisition, use or consumption that might satisfy a want or need.
  • 5. Three Levels ProductAfter-Sales ServicesAugmented ProductPackagingCore ProductCoreBenefit OrServiceBrand nameFeaturesInstillationDelivery and CreditQualityStylingActual ProductWarranty
  • 6. Core Products- a part of the total product that the consumer is actually buying.Actual Product- this includes the products name, label, packaging, features, and a quality level.Augmented Product-is the part where the seller provides additional services and privileges to consumers who bought the product.
  • 7. Classification of ProductsConsumer ProductsConvenience GoodsShoppingGoodsSpecialtyGoodsUnsought GoodsHomogenous ProductsStaple GoodsImpulse GoodsHeterogeneous ProductsEmergency Goods
  • 8. 2. Industrial ProductsCharacteristics of Industrial Products:Categories of Industrial Products:-Derived DemandPrice Sensitivity
  • 11. Geographic Concentration of Markets Rational Buying Behavior
  • 14. Industrial Advertising and Personal Selling Raw materials
  • 20. Industrial ServicesBranding In addition to making decisions actual products, marketers must make many decisions associated with branding, such as brands, brand names, brand marks, trademarks, and trade names.
  • 21. Brand name is that partof a brand which can bespoken- including letters,words and number. Brandis a name, term,design, symbol, or anyfeature identities onesseller’s good or servicesas distinct from those ofother seller. A brand mayIdentify one item, a family of items, or all items of that seller.
  • 22. Brand mark is the elementof a brand that is not made up ofwords, but is often asymbol ordesign.Trademark is a legal designationindicating that the owner hasexclusive use of a brand andthose others are prohibited by law from using it. Trade name is a full and legal name of an organization such asToyota Company, rather than thename of a specific product.
  • 23. Benefits of Branding Branding provides benefits for both buyersand sellers. Brands help buyers identify specificproducts that they do not like, which in turnfacilities the purchase of items that satisfy their needs and reduces the time required to purchase the product.
  • 24. Brand Decisions Consumers view a brand as an importantpart of the product and branding can add value to the product.Branding Decisions Brand Sponsor Decision Brand Quality Decisions Family Brand Decisions Brand Extension Decision Multi Brand Decisions Brand Repositioning
  • 25. Packaging and LabelingPackage is a container used to protect, promote, transport, and/or identify a product.Packaging is that part of product planning, in which company researches, designs, andproduces its package(s).Label indicates the products’ brand name, thecompany logo, ingredients, promotional messages, inventory, control codes, and/orinstructions for use.
  • 26. Basic Packaging Functions:Containment and protection Usage Communication Segmentation Channel cooperation New- product planning
  • 27. Factors considered in Packaging Decisions:What image is sought?Should family packaging be used?What should costs be? What size(s), color(s), and shape(s) are used?Should items be individually wrapped?
  • 28. Criticisms of Packaging:-Packaging is faulted for waste, misleadinglabels.Benefits of Packaging: Communication Benefits Functional Benefits Perceptual Benefits
  • 29. Packaging Decisions Many products offered to the market have to be packaged. Most marketers treat packaging as an element of product strategy.Packaging is the activity of designing and producing the container or wrapper of the product.
  • 30. Product Line Decision- a group of productsthat are closely related, either because theyfunction in a manner or are sold to the samegroup of customer groups, are marketedthrough the same types or outlets, or fall within given prices ranges.Product Line Length Decision- more or less determines the company’s objectives or vice-versa.
  • 31. Product Line Stretching Decision- occurs when a company lengthens its product linebeyond its current range.Product Line Filling Decisions- a product linecan also be developed by introducing morenew products within the present range.
  • 32. Product Mix Decisions A product mix is the set of all product linesand items that a particular seller offers for sale to buyers. A company’s product mix willhave certain features: width, depth, length,and consistency.