300 Ch11 Notes

300 Ch11 Notes - Chapter 11 - Product and Services Chapter...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 11 - Product and Services Chapter 11 - Product and Services Strategies Strategies ■ Types of Products/Product Lines ■ New Product Development Facts ■ Categories of New Products ■ New Product Development Process ■ Categories of New Product Adoption ■ The Product Life Cycle (PLC) Chapter 11 - Product and Services Chapter 11 - Product and Services Strategies Strategies ■ Importance of Services ■ Distinguishing Characteristics of Services ■ Three Additional P’s of Services ■ Lifetime Value of a Customer ■ Customer Satisfaction ■ Service Recovery ■ Services Blueprinting Types of “Products” Types of “Products” ■ Physical Objects ■ People ■ Organizations ■ Services ■ Places ■ Ideas ■ Information Levels of Product Core Benefits Actual Product Augmented Product Brand Name Attributes Packaging Style Design Delivery Financing Service Warranty Customer Support Consumer Product Classifications Shopping Specialty Unsought Convenience Types of Consumer Products Types of Consumer Products Convenience. Product .Shopping Product Specialty . Product Unsought . Product A relatively inexpensive item that merits little shopping effort. A product that requires comparison shopping, because it is usually more expensive and found in fewer stores. A particular item that consumers search extensively for and are reluctant to accept substitutes. A product unknown to the potential buyer or a known product that the buyer does not actively seek. Sony U.S. Product Portfolio Computer Cameras Televisions Theatre Portable Electronics Sony Pictures Games VAIO -notebook-desktop Digital Home Disc Burner Location Free mylo Software Cyber-shot Alpha SLR HandyCam Printers Digital picture frames Photo services Televisions Home theatre systems Blu-ray Disc DVD players Home audio components Walkman Video MP3 Rolly Reader Digital Book Sony Cell Phone GPS Movies -Theatre-DVD-Blue-ray Television-Comedy-Drama-Daytime-Cartoons Music PlayStation-PS3-PS2-Portable Sony U.S. Product Portfolio Product Mix Width Pr oduct M ix Depth Product Extensions Product Extensions ■ Line extension- Improvement; new and improved; new colors ■ brand extension – Current brand to new product class ■ repositioning - Market Perception Change, targeted at new markets or market segments New Product Development New Product Development Importance to long-term success: ■ Strong correlation between new product success and a company’s profitability and sales growth ■ Industry leaders obtain 49 % of revenues from products developed in the last 5 years ■ Least successful companies: 11 % of revenues from products developed in the last 5 years New Product Development New Product Development Difficult process ■ Costly...
View Full Document

This note was uploaded on 02/11/2010 for the course MKT MKT 300 taught by Professor Eaton during the Spring '10 term at ASU.

Page1 / 65

300 Ch11 Notes - Chapter 11 - Product and Services Chapter...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online