MARKETING MANAGEMENT
12
thedition
12 Setting Product Strategy
12-2
Chapter Questions
What are the characteristics of products and how
can they be classified?
How can companies differentiate products?
How can a company build and manage its
product mix and product lines?
How can companies combine products to create
strong co-brands or ingredient brands?
How can companies use packaging, labeling,
12-3
Product
12-4
Figure 12.2 Five Product Levels
Core benefit
Basic product
Expected product
Augmented product
12-5
Product Classification Schemes
Durability
Tangibility
12-6
Durability and Tangibility
Nondurable goods
Durable goods
12-7
Consumer Goods Classification
Convenience
Shopping
Specialty
12-8
Industrial Goods Classification
Materials and parts
Capital items
12-9
Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style Design
Ordering ease Delivery
Installation
12-10
The Product Hierarchy
Need family
Product family
Product class
Product line
Product type
12-11
Product Systems and Mixes
Product system
Product mix
Product assortment
Depth
Length
Width
12-12
Product Line Analysis
Core product
Staples
Specialties
12-13
Line Stretching
Down Market Stretch
Up-Market Stretch
12-14
Product-Mix Pricing
Product-line pricing
Optional-feature pricing
Captive-product pricing
Two-part pricing
By-product pricing
12-15
Packaging: The 5
thP
12-16
Packaging has been influenced by:
Self-service
Consumer affluence
Company and brand image
12-17
Functions of Labels
Identifies
Grades
Describes
