Managing Existing Products Chapter 9
Managing Existing Products Chapter 9
Product Concepts n Define the term product n identify ways in which products may be classified n explain brand related terminology
Product Concepts: Define the term product identify ways in which products may be classified explain brand related terminology
Products can be
Products Can Be…
Marketers think about products in terms of benefits delivered
Marketers think about products in terms of benefits delivered
Beyond the basic Product Potential product Augmented Product Expected Product Basic (generic)product
Beyond the Basic Product Potential Product Augmented Product Expected Product Basic (Generic) Product
Classifying Products Conⅴ enience product Shopping product Specialty product Unsought Product
Classifying Products Convenience Product Shopping Product Specialty Product Unsought Product
MARKETING STRATEGY FOR CONVENIENCE PRODUCTS n make convenient- o distribution key o one brand is easily substituted for similar brand so use advertising
MARKETING STRATEGY FOR CONVENIENCE PRODUCTS make convenient-- distribution key one brand is easily substituted for similar brand so use advertising
Marketing Strategy for Shopping goods n Selective distribution o Can be placed in back of store o Stress brand differences in advertising and personal selling, packaging
Marketing Strategy for Shopping Goods Selective distribution Can be placed in back of store Stress brand differences in advertising and personal selling, packaging
Marketing Strategy for Specialty Goods n Advertising and sales personnel do not sway customer o Limit distribution of brand n Advertising and price must support brand image
Marketing Strategy for Specialty Goods Advertising and sales personnel do not sway customer Limit distribution of brand Advertising and price must support brand image
Marketing Strategy for Unsought Goods o Use aggressive personal selling n Use very persuasive advertising n Point of purchase advertising important o may have limited number of outlets
Marketing Strategy for Unsought Goods Use aggressive personal selling Use very persuasive advertising Point of purchase advertising important May have limited number of outlets
