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kotler_mm_14e_12_ippt.ppt
- 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-2
What is a Product?
A product is anything that can be offered to
a market to satisfy a want or need, including
physical goods, services, experiences,
events, persons, places, properties,
organizations, information, and ideas.
- 3. Figure 12.1 Components of the
Market Offering
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-3
- 4. Figure 12.2 Five Product Levels
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-4
- 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-5
Product Classification Schemes
Durability
Use
Tangibility
- 6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-6
Durability and Tangibility
Nondurable goods
Durable goods
Services
- 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-7
Consumer Goods Classification
Convenience
Unsought
Shopping
Specialty
- 8. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-8
Industrial Goods Classification
Materials and parts
Capital items
Supplies/business services
- 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-9
Product-Mix Width and Product-Line Length for Proctor&
Gamble Products
PRODUCT-
LINE
LENGTH
Product-Mix Width
Detergents Toothpaste
Disposable
Bar Soap Diapers
Paper
Tissue
Ivory
Snow
(1930)
Dreft
(1933)
Tide
(1946)
Cheer
(1950)
Gleem (1952)
Crest (1955)
Ivory
(1879)
Kirk’s
(1885)
Lava
(1893)
Camay
(1926)
Pampers
(1961)
Luvs
(1976)
Charmin
(1928)
Puffs
(1960)
Banner
(1982)
Summit
(1992)
- 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-10
Product Differentiation
Product form
Features
Customization
Performance
Conformance
Durability
Reliability
Repairability
Style
- 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-11
Service Differentiation
Ordering ease
Delivery
Installation
Customer training
Customer
consulting
Maintenance and
repair
Returns
- 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-12
Design Differentiation
- 13. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-13
Line Stretching
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch
- 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-14
Two-Way Product-Line Stretch:
Marriott Hotels
Quality
Economy Superior
Standard Good
Price
High
Above
average
Average
Low Fairfield Inn
(Vacationers)
Courtyard
(Salespeople)
Marriott
(Middle
managers)
Marriott
Marquis
(Top
executives)
- 15. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-15
What is the Fifth P?
Packaging, sometimes called the 5th P,
is all the activities of designing and
producing the container for a product.
- 16. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-16
Factors Contributing to the
Emphasis on Packaging
Self-service
Consumer affluence
Company/brand image
Innovation opportunity
- 17. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-17
Packaging Objectives
Identify the brand
Convey descriptive and persuasive
information
Facilitate product transportation and
protection
Assist at-home storage
Aid product consumption
- 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-18
Functions of Labels
Identifies
Grades
Describes
Promotes