Products, Services and Brands. The Product-Service Continuum. Restaurant. Sugar. Education. Pure Tangible Good. Pure Service. Offer another example of a pure service. What Is a Product?. Anything offered to a market that satisfies a want or need.
Pure Tangible Good
Offer another example of a pure service.
Knot Tying Clinic
Special purchase efforts
Few purchase locations
Example: Rolex watches, Ferrari cars
Consumers may not want to purchase or think about them
Examples: blood donation, cemetery plots, insuranceSpecialty & Unsought Products
What is an attribute?
Priced to meet perceptions of value
Communicates consistent brand messages
Well-designed brand hierarchy
Uses multiple marketing activities
Understands consumer-brand relationship
Supported by organization
Monitors sources of brand equityAttributes of Strong Brands
Less vulnerable to competition
Less vulnerable to crises
Inelastic consumer response to price increases
Elastic consumer response to price decreases
Greater trade cooperation
Increase in effectiveness of IMC
Brand extension opportunitiesMarketing Advantages of Strong Brands
Dutch Boy’s packaging innovation offers paint in plastic containers with twist-off tops. The paint container is easy to carry, doesn’t need a screwdriver to pry open, doesn’t dribble when poured, and doesn’t take a hammer to bang the lid shut.
The FDA now requires food manufacturers to list trans fat on the Nutrition Facts portion of product labels.
Marriott offers a full line of hotel brands, each aimed at a different market.
Is productvariety a blessing or curse for consumers?
Brand Equity Factors
Boudreaux’s Butt Paste is a real product used in the treatment of diaper rash.
Is this a good brand name?
“House of Brands”
Blanket family names/
Parent/Sub-Brand combination names
Mi Casa brand products are only available at Stop & Shop stores.
How do the service characteristics of intangibility, variability,inseparability, and perishability relate to restaurants?