Professional Documents
Culture Documents
PRODUK - Upload
PRODUK - Upload
14-1
Fokus Pembahasan
– Strategi produk meliputi keputusan mengenai:
bauran produk, lini produk, merek, kemasan,
pelabelan
– Produk dapat dikelompokan dalam beberapa cara
– Dalam merencang tawaran, pemasar perlu
memikirkan lima tingkat produk
– Cara mengelola bauran produk
– Merek dapat didiferensiasikan berdasarkan jumlah
dimensi produk dan jasa
– Produk fisik perlu dikemas dan diberi label
14-2
The Product and the Product Mix
– Product
• Physical goods
• Services
• Experiences
• Events
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
14-3
The Product
• Product classifications
–Durability and Tangibility
Classification:
• Nondurable goods
• Durable goods
• Services
14-4
The Product
– Consumer-Goods Classification:
• Convenience goods
Staples, Impulse goods, Emergency goods
• Shopping goods
• Specialty goods
• Unsought goods
14-5
The Product
– Industrial-Goods Classification
– Supplies and business services
14-6
The Product and the Product Mix
• Product levels
Customer value
hierarchy
– Manfaat Inti
– Produk dasar
– Produk yg diharapkan
– Produk yg ditingkatkan
– Calon produk
14-7
The Product and the Product Mix
• Product hierarchy
– Need family
– Product family
– Product class
– Product line
– Product type
– Item
– Product system
– Product mix
14-8
The Product and the Product Mix
14-11
Strategi Lini Produk
14-13
Strategi Lini Produk
–Pengisian Lini
–Modernisasi Lini, Penonjolan
Jenis Produk dan Pemangkasan
14-14