Professional Documents
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Chapter 07 - CLO2 - Product
Chapter 07 - CLO2 - Product
Chapter 07 - CLO2 - Product
7-1
Learning Objectives
7-1. Define product and describe the major
classifications of products and services.
Organizations Persons
Places Ideas
Individual
Product Line
Product
Decisions
Decisions
Product Mix
Decisions
Samsung’s bulging
Galaxy mobile
devices line now
offers a size for any
need or preference.
Length
• Total number of items a company carries within its product lines
Depth
• Number of versions offered for each product in the line
Consistency
• Relativity of the various product lines in end use, production requirements,
distribution channels, or some other aspect
Copyright © 2017 Pearson Education, Ltd. 7 - 18
Learning Objective 7-3
Identify the four characteristics that affect
the marketing of services and the additional
marketing considerations that services require.
Brand sponsorship
• Manufacturer’s
brand
• Private brand
• Licensing
• Co-branding
Brand development
• Line extensions
• Brand extensions
• Multibrands
• New brands
Store brands
Licensing
• Use names and symbols created by other companies or well-known movie
characters or celebrities for a fee
Co-branding
• Use the established brand names of two different companies on the same
product
Copyright © 2017 Pearson Education, Ltd. 7 - 29
Figure 7.6 - Brand
Development Strategies