PKG101_FS08_Final_Exam_Review

PKG101_FS08_Final_Exam_Review - PKG 101 Final Review...

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Unformatted text preview: PKG 101 Final Review History Packaging Role in Marketing Glass Metal Can Plastic Packaging MSU School of Packaging Proposals from industry in late 1940s John Hannah suggested a course Jim Goff taught first course (5 students) SoP started (modestly) in 1952 Current building Built in 1964 Financed by industry Building addition in 1987 Offices Conference center Research labs MSU School of Packaging Student organizations I nstitute of Packaging Professionals Pi Kappa Gamma Women in Packaging Activities Speakers from industry Plant tours Social activities Charitible and service work Four Ps - Marketing Mix I n popular usage, "mar keting" is the pr omotion of pr oducts, especially adver tising and br anding . Marketing term has wider meaning which recognizes that marketing is customer-centered. Pr oducts ar e often developed to meet the desir es of gr oups of customer s or even, in some cases, for specific customer s. Four Ps - Marketing Mix Pr oduct: : specifications of the actual goods or services, and how it relates to the end-user 's needs and wants. Scope generally includes elements such as warranties, guarantees, and support. Pr icing: process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention. Pr omotion : adver tising , sales promotion , publicity , and personal selling, branding and refers to the various methods of promoting the product, brand , or company. Four Ps - Marketing Mix Placement (or Distr ibution): how the product gets to the customer; for example, point of sale placement or retailing . Refers to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to wh ich segment (young adults, families, business people), etc. N ET: N O P FOR PACKAGI N G 6 The 4 Ps Wheres Packaging? PRODUCT, PRICE, PLACE, PROMOTION The PRODUCT = Product + PACKAGE + Brand Equity + Experience + Sustainability Elements + Services The Package is the product and more The Package is the product delivery system What is a package A package is the enclosure for products, items or other packages, such as a wrap, pouch, bag, box, cup, tray, can, tube, bottle, or other container form, to perform one or more of the following four basic functions : o Containment o Protection o Communication o Utility / Convenience Classification of Packages Primary, the first layer of protection and containment, plays important role in communications and utility functions tubes of hand lotion potato chip bags metal soup cans envelopes for mail bread wrappers paint cans Classification of Packages Secondary, packages that hold other packages, performs the communication function and may influence the utility...
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PKG101_FS08_Final_Exam_Review - PKG 101 Final Review...

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