Thursday, 4 March y
Chapter 8 marketing summary
Chapter 8 marketing summary.....................................................1
Subject.......................................................................................... 3
Product and service classification..................................................4
Consumer products.......................................................................4
Organizations, Persons, Places, and Ideas.....................................5
Product and Service Decisions......................................................5
Branding.......................................................................................6
Packaging...................................................................................... 6
Labeling and Logos.......................................................................7
Product Support Services..............................................................7
Product Line Decisions..................................................................8
Product Mix Decisions...................................................................8
Services Marketing........................................................................9
Marketing Strategies for Service Firms........................................10
The Service Profit Chain..............................................................10
Managing Service Differentiation................................................11
Managing Service Quality............................................................11
Branding Strategy: Building Strong Brands.................................12
Brand Equity and Brand Value.....................................................12
Building Strong Brands................................................................12
Brand Name Selection.................................................................12
Brand Sponsorship......................................................................13
Brand Development....................................................................13
Managing Brands........................................................................15
1
, Thursday, 4 March y
.................................................................................................... 16
2
, Thursday, 4 March y
Subject
We define a product as anything that can be offered to a market for atten-
tion, acquisition, use, or consumption that might satisfy a want or need.
Services are a form of product that consists of activities, benefits, or satis-
factions offered for sale that are essentially intangible and do not result in
the ownership of anything.
Levels of products and services
When designing products, marketers must first define the core, problem-
solving benefits or services that consumers seek.
At the second level, product planners must turn the core benefit into an ac-
tual product. They need to develop product and service features, a design, a
quality level, a brand name, and packaging.
Finally, product planners must build an augmented product around the core
benefit and actual product by offering additional consumer services and ben-
efits.
3
Chapter 8 marketing summary
Chapter 8 marketing summary.....................................................1
Subject.......................................................................................... 3
Product and service classification..................................................4
Consumer products.......................................................................4
Organizations, Persons, Places, and Ideas.....................................5
Product and Service Decisions......................................................5
Branding.......................................................................................6
Packaging...................................................................................... 6
Labeling and Logos.......................................................................7
Product Support Services..............................................................7
Product Line Decisions..................................................................8
Product Mix Decisions...................................................................8
Services Marketing........................................................................9
Marketing Strategies for Service Firms........................................10
The Service Profit Chain..............................................................10
Managing Service Differentiation................................................11
Managing Service Quality............................................................11
Branding Strategy: Building Strong Brands.................................12
Brand Equity and Brand Value.....................................................12
Building Strong Brands................................................................12
Brand Name Selection.................................................................12
Brand Sponsorship......................................................................13
Brand Development....................................................................13
Managing Brands........................................................................15
1
, Thursday, 4 March y
.................................................................................................... 16
2
, Thursday, 4 March y
Subject
We define a product as anything that can be offered to a market for atten-
tion, acquisition, use, or consumption that might satisfy a want or need.
Services are a form of product that consists of activities, benefits, or satis-
factions offered for sale that are essentially intangible and do not result in
the ownership of anything.
Levels of products and services
When designing products, marketers must first define the core, problem-
solving benefits or services that consumers seek.
At the second level, product planners must turn the core benefit into an ac-
tual product. They need to develop product and service features, a design, a
quality level, a brand name, and packaging.
Finally, product planners must build an augmented product around the core
benefit and actual product by offering additional consumer services and ben-
efits.
3
