Professional Documents
Culture Documents
Kotler - Mm13e - Media - 12 (Compatibility Mode) PDF
Kotler - Mm13e - Media - 12 (Compatibility Mode) PDF
Chapter Questions
• What are the characteristics of products
and how do marketers classify
products?
• How can companies differentiate
products?
• How can a company build and manage
its product mix and product lines?
1
Caterpillar: A Great Product
What is a Product?
Attractiveness
of the market
offering
Product Services
features mix and
and quality quality
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-6
2
Figure 12.2 Five Product Levels
Durability
Tangibility
Use
3
Durability and Tangibility
Nondurable
goods
Durable
Services
goods
10
Convenience Shopping
Specialty Unsought
11
Supplies/
Capital items
business services
12
4
Product Differentiation
• Product form
• Features
• Customization
• Performance
• Conformance
• Durability
• Reliability
• Repairability
• Style
13
14
Design Differentiation
15
5
Service Differentiation
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer
consulting
• Maintenance and
repair
• Returns
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-16
16
17
Item
Product type
Product line
Product class
Product family
Need family
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-18
18
6
Product Systems and Mixes
• Product system
• Product mix
• Product assortment
• Depth
• Length
• Width
• Consistency
19
Convenience
Specialties
items
20
21
7
Figure 12.4 Product Map
22
Line Stretching
Down-Market Stretch
Up-Market Stretch
Two-Way Stretch
23
Line Filling
24
8
Pruning
Pruning weak
brands can
strengthen the
remaining brands in
the line
25
Product-Mix Pricing
• Product-line pricing
• Optional-feature pricing
• Captive-product pricing
• Two-part pricing
• By-product pricing
• Product-bundling pricing
26
27
9
Two-Part Pricing
28
Co-branding
29
Ingredient Branding
30
10
What is the Fifth P?
31
Self-service
Consumer affluence
Company/brand image
Innovation opportunity
32
Innovations in Packaging
33
11
Packaging Objectives
34
Functions of Labels
Identifies
Grades
Describes
Promotes
35
36
12
Marketing Debate
37
Marketing Discussion
38
13