Session7_Product_Brand_Service_students

Session7_Product_Brand_Service_students - 1 Session 7...

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Unformatted text preview: 1 Session 7 Product, Services and Branding Strategies Ch 10. Product, Services, and Branding Strategies Jooseop Lim Assistant Professor Department of Marketing John Molson School of Business Concordia University Comm 224 Marketing Management / Mark 201 Introduction to Marketing 2 Agenda Products Overview Levels of product Product classification Product mix decisions Product line decisions Individual product decisions Branding - Overview Brand Sponsorship Brand strategy Service marketing 3 Promotion Product Product is the heart of Marketing Mix Place (Distribution) Price Why Study the Marketing Mix Beginning with the Product? 4 Pure Tangible Good Pure Service S o a p Tangible Good With Accompanying Services A u t o W i t h A c c o m p a n y i n g R e p a i r S e r v i c e s Hybrid Offer R e s t a u r a n t Service With Accompanying Minor Goods A i r l i n e T r i p W i t h A c c o m p a n y i n g S n a c k s D o c t o r s E x a m The Product Service Continuum Products, Services, and Experiences 5 Marketing a City 6 Levels of Product 7 Product Classification (Consumer products) Convenience Shopping Specialty Unsought Customer Buying Behavior Purc freq Frequent Less freq Least freq Less freq Planning Little Much Much Comparison Little Much Little Involvement Low High High Others Strong brand pref and loy, Low prc sensitivity Little prod awareness, knowledge, (neg) interests Price Low Higher Highest Varies Place Intensive Selective Exclusive Varies Promotion Mass Adv, Personal Selling Targeted promotion Aggressive adv and personal selling Example Toothpaste Appliances Luxury goods Life insurance, Major innovations 8 Procter & Gamble's Product Mix Product Mix Decisions Fabric Care Household Care Deodorants Hair Care Personal Cleaning Whitening Crest Cavity protection Fixodent Width: Number of different product lines...
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This note was uploaded on 04/18/2008 for the course MKT 224 taught by Professor Lim during the Winter '08 term at Concordia Canada.

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Session7_Product_Brand_Service_students - 1 Session 7...

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