Chapter 13. Product and Distribution Strategies. Learning Goals. Explain marketing’s definition of a product and list the components of the product strategy. Describe the classification system for consumer and business goods and services. Distinguish between a product mix and a product line.
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Product and Distribution Strategies
Explain marketing’s definition of a product and list the components of the product strategy.
Describe the classification system for consumer and business goods and services.
Distinguish between a product mix and a product line.
Briefly describe each of the four stages of the product life cycle.
List the stages of the new-product development process.
Explain how firms identify their products.
Outline and briefly describe each of the major components of an effective distribution strategy.
Identify the various categories of distribution channels and discus the factors that influence channel selection.
Classifying Business Goods
Marketing Strategy Implications
Product line - group of related products that are physically similar or are intended for the same market.
Product mix – a company’s assortment of product lines and individual offerings.
Product Life Cycle
Product life -four basic stages—introduction, growth, maturity, and decline—through which a successful product progresses.
Stages of the Product Life Cycle
Implications of the Product Life Cycle
Stages in New Product Development
Product Development Stages
Packages and Labels
Distribution channel -path through which products—and legal ownership of them—flow from producer to consumers or business users.
Physical distribution -actual movement of products from producer to consumers or business users.
Distribution Channels using Marketing Intermediaries
Wheel of Retailing
How Retailers Compete
Distribution Channel Decisions and Logistics
Logistics and Physical Distribution
Comparison of Transportation Modes