Chapter 9 Product Concepts

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Chapter 9 Product Concepts
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Product Essentials
TOTAL MARKETING EFFORTS
Product (tangible)
Product Planning
The Offering
Idea (ambiguous)
Service (intangible)
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The Goods/Services Continuum
Computer diskette
Computer software
Computer
Computer program
Systems design
Exercise equipment
In-home rental of equipment
Use of equipment in hotel
Health and fitness clubs
Personal trainer
Off-the- rack furniture
Custom- made furniture
Cleaning furniture
Interior decorator
Reuphol- stering furniture
Self-service gasoline
Full-service gasoline
Driver ed. (firms car)
Driver ed. (consumers car)
Trans- mission overhaul
Pure goods
Pure services
Please note The above continuum should be viewed
left to right. Within each row, a consistent
pattern moves from pure good to pure service.
When comparing different rows, less consistency
exists due to the diversity of examples shown.
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What is a Product?
Product isthe heart ofMarketing Mix
Promotion
Price
Place (Distribution)
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Types of Consumer Products
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Types of Consumer Products
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Types of Consumer Products
ConsumerCharacteristics
Convenience
Shopping
Specialty
Prepurchase Knowledge High
Low
High
Effort to Acquire Minimal
Moderate to High High
Willing to Substitute High
Moderate
None
Frequency of Purchase High
Moderate Varies
Information Search Low
High
Low
Major Desire
Availability Comparison
Brand Loyalty
Without Effort Shopping for
Regardless of

Best Choice Price or


Availability
Example Staple
Attribute
(NA)
Emergency Price
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Product Items, Lines, and Mixes
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Gillettes Product Lines and Mix
Width of the product mix
Blades and Writing razors Toiletries instru
ments Lighters Mach 3 Series Paper Mate
Cricket Sensor Adorn Flair S.T. Dupont
Trac II Toni Atra Right
Guard Swivel Silkience Double-Edge
Soft and Dri Lady Gillette Foamy Super
Speed Dry Look Twin Injector Dry Idea
Techmatic Brush Plus
Depth of the product lines
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Product Line Extension
Adding additional products to an existing product
line in order to compete more broadly in the
industry.
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Branding
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Master Brands
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Branding Strategies
Brand
No Brand
Manufacturers Brand
Private Brand
IndividualBrand
Family Brand
Combi-nation
IndividualBrand
Family Brand
Combi-nation
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Individual Brands VersusFamily Brands
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Cobranding