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Ui mga Teh. Ayan yung PowerPoint Presentation natin sa Marketing. Pasensya na Rush na yan eh.... Hehe. Pag-aralan nyo na lang hah.....
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Products
Some terms to Remember:
• Brand• Brand name • Capital Items• Consumer Goods• Convenience Goods• Copyright• Durable Goods• Industrial Goods• Materials and Parts• Non-durable Goods
• Packaging• Product• Product line• Product Mix• Services• Shopping Goods• Specialty Goods• Trademark• Unsought Goods
What is a Product? A product is defined as anything
that can be offered in the market for attention, acquisition, use or consumption that might satisfy a want or need.
Three Levels ProductAfter-Sales Services
Insti
llatio
n
Warranty
Delivery and Credit
Packaging
Brand name
Features
Quality Styling
CoreBenefit
OrService
Augmented Product
Core Product
Actual Product
Core Products- a part of the total product that the consumer is actually buying.
Actual Product- this includes the products name, label, packaging, features, and a quality level.
Augmented Product- is the part where the seller provides additional services and privileges to consumers who bought the product.
Classification of Products
1. Consumer Products
Convenience Goods
ShoppingGoods
SpecialtyGoods
Unsought Goods
Staple Goods
Impulse Goods
Emergency Goods
Homogenous Products
Heterogeneous Products
2. Industrial Products
Characteristics of Industrial Products: Categories of Industrial Products:
-Derived Demand-Price Sensitivity- Fluctuating Demand - Limited Market- Geographic Concentration of Markets- Rational Buying Behavior-Long Negotiating Period- Infrequent Sales-Industrial Advertising and Personal Selling
-Raw materials- Major equipment-Accessory equipment- Component Parts- Process Materials- Consumable Supplies-Industrial Services
Branding
In addition to making decisions actual products, marketers must make many decisions associated with branding, such as brands, brand names, brand marks, trademarks, and trade names.
Brand is a name, term,design, symbol, or anyfeature identities onesseller’s good or servicesas distinct from those ofother seller. A brand mayIdentify one item, a family of items, or all items of that seller.
Brand name is that partof a brand which can bespoken- including letters,words and number.
Brand mark is the elementof a brand that is not made up ofwords, but is often a symbol ordesign.Trademark is a legal designationindicating that the owner hasexclusive use of a brand andthose others are prohibited by law from using it. Trade name is a full and legal name of an organization such asToyota Company, rather than thename of a specific product.
Benefits of Branding
Branding provides benefits for both buyersand sellers. Brands help buyers identify specificproducts that they do not like, which in turnfacilities the purchase of items that satisfy their needs and reduces the time required to purchase the product.
Brand DecisionsConsumers view a brand as an important
part of the product and branding can add value to the product.
1. Branding Decisions2. Brand Sponsor Decision3. Brand Quality Decisions4. Family Brand Decisions5. Brand Extension Decision6. Multi Brand Decisions7. Brand Repositioning
Packaging and LabelingPackage is a container used to protect, promote, transport, and/or identify a product.Packaging is that part of product planning, in which company researches, designs, andproduces its package(s).Label indicates the products’ brand name, thecompany logo, ingredients, promotional messages, inventory, control codes, and/orinstructions for use.
Basic Packaging Functions:
1. Containment and protection2. Usage3. Communication4. Segmentation5. Channel cooperation6. New- product planning
Factors considered in Packaging Decisions:
What image is sought?
Should family packaging be used?
What should costs be?
What size(s), color(s), and shape(s) are used?
Should items be individually wrapped?
Criticisms of Packaging:-Packaging is faulted for waste, misleading
labels.
Benefits of Packaging:Communication BenefitsFunctional BenefitsPerceptual Benefits
Packaging Decisions
Many products offered to the market have to be packaged. Most marketers treat packaging as an element of product strategy.
Packaging is the activity of designing and producing the container or wrapper of the product.
Product Line Decision- a group of productsthat are closely related, either because theyfunction in a manner or are sold to the samegroup of customer groups, are marketedthrough the same types or outlets, or fall within given prices ranges.Product Line Length Decision- more or less determines the company’s objectives or vice-versa.
Product Line Stretching Decision- occurs when a company lengthens its product linebeyond its current range.
Product Line Filling Decisions- a product linecan also be developed by introducing morenew products within the present range.
Product Mix Decisions
A product mix is the set of all product linesand items that a particular seller offers for sale to buyers. A company’s product mix willhave certain features: width, depth, length,and consistency.