Copyright © 2009 Pearson Education, Inc.. Copyright © 2009 Pearson Education, Inc.. Copyright © 2009 Pearson Education, Inc.. Publishing as Prentice Hall 12-4What is a Product?. Copyrigh
Trang 1Setting Product Strategy
Marketing Management, 13 th ed
12
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Chapter Questions (cont.)
• How can companies combine products
to create strong co-brands or ingredient brands?
• How can companies use packaging,
labeling, warranties, and guarantees as marketing tools?
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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.
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Components of the Market Offering
• Value based prices
• Product features and quality
• Services mix and quality
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Five Product Levels
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Product Classification Schemes
• Durability
• Tangibility
• Use
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Durability and Tangibility
• Nondurable goods
• Durable goods
• Services
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Consumer Goods Classification
• Convenience
• Shopping
• Specialty
• Unsought
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Industrial Goods Classification
• Materials and parts
• Capital items
• Supplies/business services
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The Product Hierarchy
Need family Product family Product class Product line Product type
Item
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Product Systems and Mixes
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Product Line Analysis
• Core product
• Staples
• Specialties
• Convenience items
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Line Stretching
• Down-market stretch
• Up-market stretch
• Two-way stretch
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What is the Fifth P?
Packaging, sometimes called the
5 th P, is all the activities of designing and producing the
container for a product.
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Factors Contributing to the Emphasis on Packaging
• Self-service
• Consumer affluence
• Company/brand image
• Innovation opportunity
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Packaging Objectives
• Identify the brand
• Convey descriptive and persuasive information
• Facilitate product transportation and protection
• Assist at-home storage
• Aid product consumption
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