![DEVELOPING VALUE * * Product Development and the Total Product Offer ,[object Object],[object Object],[object Object],[object Object],LG1 14-](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Chap014
- 1. * * Chapter Fourteen Developing and Pricing Goods and Services Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
- 4. POTENTIAL COMPONENTS of a TOTAL PRODUCT OFFER * * LG1 Developing a Total Product Offer 14-
- 22. The NEW PRODUCT DEVELOPMENT PROCESS * * The New Product Development Process LG5 14-
Notes de l'éditeur
- See Learning Goal 1: Describe a total product offer.
- See Learning Goal 1: Describe a total product offer.
- See Learning Goal 1: Describe a total product offer. A product can be divided into the physical and the total product. Marketing managers must take the physical and add value to create the total product offer.
- See Learning Goal 1: Describe a total product offer.
- See Learning Goal 1: Describe a total product offer. To give students a visual of the products offered by Proctor and Gamble, use their website at www.pg.com and click on the products tab.
- See Learning Goal 2: Identify the various kinds of consumer and industrial goods.
- See Learning Goal 2: Identify the various kinds of consumer and industrial goods. Location, brand awareness, and image are important in marketing these goods and services.
- See Learning Goal 2: Identify the various kinds of consumer and industrial goods. Brand name, price, and quality differences are important in marketing these goods and services.
- See Learning Goal 2: Identify the various kinds of consumer and industrial goods. Purchasers of the items listed on this slide are brand insistent and refuse to accept substitutes.
- See Learning Goal 2: Identify the various kinds of consumer and industrial goods. Unsought goods and services often rely on personal selling or specialty advertising - like the yellow pages.
- See Learning Goal 2: Identify the various kinds of consumer and industrial goods.
- See Learning Goal 3: Summarize the functions of packaging.
- See Learning Goal 3: Summarize the functions of packaging.
- See Learning Goal 4: Contrast brand, a brand name, and trademark and show the value of brand equity. Recognized trademarks include the Nike Swoosh, the Pillsbury Doughboy, and Apple’s Apple.
- See Learning Goal 4: Contrast brand, a brand name, and trademark and show the value of brand equity. Manufacturers’ brand examples - Ford, Microsoft, Xerox Dealer brand examples - Kenmore from Sears
- See Learning Goal 4: Contrast brand, a brand name, and trademark and show the value of brand equity.
- See Learning Goal 4: Contrast brand, a brand name, and trademark and show the value of brand equity. Example Coca-Cola and Ziploc have strong brand equity.
- See Learning Goal 4: Contrast brand, a brand name, and trademark and show the value of brand equity.
- See Learning Goal 4: Contrast brand, a brand name, and trademark and show the value of brand equity.
- See Learning Goal 5: Explain the steps in the new product development cycle. Green Ketchup and New Coke are two of the many thousands of products that failed. New product failure is common due to the fact that companies fail to properly manage the new product development process.
- See Learning Goal 5: Explain the role of brand managers and the steps of the new-product development process.
- See Learning Goal 5: Explain the role of brand managers and the steps of the new-product development process.
- See Learning Goal 6: Describe the product life cycle.
- See Learning Goal 7: Identify various pricing objectives and strategies. One strategy many students have experienced but might not fully understand is the loss leader strategy. This strategy is often used around the Thanksgiving holiday when grocery stores offer to sell customers turkeys for much less than their actual cost in an effort to attract consumers into the store. This leads to more traffic and sales of more products.
- See Learning Goal 7: Identify various pricing objectives and strategies.
- See Learning Goal 7: Identify various pricing objectives and strategies.
- See Learning Goal 7: Identify various pricing objectives and strategies. When Apple introduced the iPhone, they used a skimming price strategy. The everyday low pricing or EDLP has been effectively used by Wal-Mart to dominate the retail sector.
- See Learning Goal 7: Identify various pricing objectives and strategies.