Marketplace and Quality Assurance Presentation - Vincent Chirchir
Tell and Show
1. MARKETING CONCEPTS:
As Applied in
Productivity Technologies Service
Inc.
Jean Daisy C. de Guzman
V60 Marketing Management
Professor Bond De Ungria
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2. A Tell and Show Presentation
based on:
Chapter 12
SETTING PRODUCT STRATEGY
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3. 6 KEY CONCEPTS
Products
1. Aim to satisfy a want or need
2. May be classified into 5 different levels
3. Can be classified in a number of ways
4. Follow a Hierarchy
5. May be supported by Service
Differentiation
6. Are subject to Stretching
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4. What are PRODUCTS?
- anything that can be offered to the market that
might satisfy a want, need or demand
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Concept 1
5. What are PRODUCTS?
- means to an end wherein the end is the
satisfaction
of customer needs, wants or demands
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Concept 1
7. The Customer-Value Hierarchy:
5 Product Levels
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Concept 2
- Each level adds more customer value to ensure
higher customer satisfaction
- Satisfaction:
9. The Customer-Value Hierarchy:
5 Product Levels
1- Core
Benefit
Efficient way of documenting
transactions
2-Generic
Product
Computer
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Example 2
10. The Customer-Value Hierarchy:
5 Product Levels
3- Expected
Product
Computer with high
specifications
4-Augmented
Product
Offer Quarterly
Maintenance of
Computer
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Example 2
11. The Customer-Value Hierarchy:
5 Product Levels
5- Potential
Product
Upgrade to a Blade Server
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Example 2
17. PRODUCT HIERARCHY
Need Family Information
Technology Supplies
Product Family Hardware
Software
Services
Product Class Database Managers
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Example 4
18. PRODUCT HIERARCHY
Product Line Servers
Product Type 2-Socket Servers
Item IBM X3650 Server
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Example 4
19. SERVICE DIFFERENTIATION
- Value added service may be the key to
competitive advantage
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Concept 5
• Ordering
• Delivery
• Return
• Installation
• Maintenance and
Repair
• Customer Consulting
• Customer Training
20. SERVICE DIFFERENTIATION
Delivery of items that are on stock in 2-3 days
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Example 5
Penalties accepted when fails to comply with SLA
Highly trained staff
22. PTSI’s TWO-WAY STRETCH
Specializing in Virtual Technology
Offering Clone Computers to the
market
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Example 6
23. 6 KEY CONCEPTS
Products
1. Aim to satisfy a want or need
2. May be classified into 5 different levels
3. Can be classified in a number of ways
4. Follow a Hierarchy
5. May be supported by Service
Differentiation
6. Are subject to Stretching
www.jeandeguzman@blogspot.com
www.jeandeguzman.blogspot.com
24. MARKETING CONCEPTS:
As Applied in
Productivity Technologies Service
Inc.
Jean Daisy C. de Guzman
V60 Marketing Management
Professor Bond De Ungria
www.jeandeguzman.blogspot.com
Editor's Notes
At the heart of a great brand is a great product.Product is the key element in marketing offering.
May include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideasA product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want.Products are the means to an end wherein the end is the satisfaction of customer needs or wants.
May include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideasA product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want.Products are the means to an end wherein the end is the satisfaction of customer needs or wants.
Products are the means to an end wherein the end is the satisfaction of customer needs or wants.Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
1. Core Benefit ----the fundamental need or want that consumers satisfy by consuming the product or service.2. Generic Product----a version of the product containing only those attributes or characteristics absolutely necessary for it to function.3. Expected Product----the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.4. Augmented Product---inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.5. Potential Product---all the augmentations and transformations a product might undergo in the future.
Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
Satisfaction is the degree to which the actual use of a product matches the perceived value at the time of the purchase. A customer is satisfied only if the actual value is the same or exceeds the perceived value.
Customer trainingReturn
At the heart of a great brand is a great product.Product is the key element in marketing offering.