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Kotler • Keller

Phillip. Kevin Lane. Kotler • Keller. Marketing Management • 14e. Setting Product Strategy. Chapter 12. Discussion Questions. What are the characteristics of a product, and how do marketers classify products? How can companies differentiate products?

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Kotler • Keller

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  1. Phillip Kevin Lane Kotler • Keller Marketing Management • 14e

  2. Setting Product Strategy Chapter 12

  3. Discussion Questions • What are the characteristics of a product, and how do marketers classify products? • How can companies differentiate products? • Why is product design important and what factors affect a good design? • How can a company build and manage its product mix and product lines?

  4. Discussion Questions • How can companies combine products to create strong co-brands or ingredient brands? • How can companies use packaging, labeling, warranties, and guarantees as marketing tools?

  5. Marketing Planning Needs Wants

  6. Figure 12.1 Components of the Market Offering

  7. Product Characteristics/Classifications • Experiences • Events • Properties • Organizations • Information • Ideas Persons Goods Places Services

  8. Figure 12.2 Five Product Levels

  9. Product Levels Core Benefit (Rest and sleep) Basic Product (Bed, bathroom, towels) Customer-value Hierarchy Expected Product (Clean bed, fresh towels) Augmented Product (Free Internet; free breakfast) Potential Product (Future augmentations)

  10. Product Classifications Durability and Tangibility Nondurable goods Durable goods Services

  11. Product Classifications Consumer-Goods • Staples • Impulse goods • Emergency goods Specialty goods Convenience goods Shopping goods Unsought goods

  12. Product Classifications Materials and Parts Industrial-Goods Manufactured materials Capital Items Installations Raw materials Supplies and business Services Equipment

  13. Product and Services Differentiation

  14. Product Differentiation Form Features Customization Durability Performance Conformance Reliability Repairability Style

  15. Services Differentiation Customer Consulting Delivery & Returns Ordering Ease Training Installation Maintenance & Repair

  16. Design Functional Benefits Aesthetic Benefits

  17. Product and Brand Relationships Product Hierarchy Product Systems/Mixes Product Line Analysis Product Line Length Product Mix Pricing Co-Branding

  18. Product Hierarchy Need Family Product Family Product Class Product Line Product Type Item

  19. Product Systems and Mixes Consistency Product System

  20. Proctor & Gamble Product Mix Product Mix Width Product Line Length

  21. Product Line Analysis Sales and Profit Market Profile

  22. Figure 12.3 Product-Item Contributions

  23. Figure 12.4 Product Map

  24. Product Line Length Line modernization, featuring, and pruning Up-market stretch Two-way stretch Line stretching Down-market stretch Line filling

  25. Product Mix Pricing Product line pricing Captive-product pricing Optional-feature pricing Two-part pricing By-product pricing Product-bundling pricing

  26. Co-Branding and Ingredient Branding Co-Branding • Same-company • Joint venture • Multi-sponsor • Retail co-branding Ingredient Branding

  27. Packaging and Labeling • Packaging Objectives • Brand identification • Persuade • Protection • At-home storage • Aid consumption • Labeling Objectives • Identify • Grade • Describe • Promote

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