300 Ch11 Notes

300 Ch11 Notes - Chapter11ProductandServices...

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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)
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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
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Types of “Products” Types of “Products” Physical Objects People Organizations Services Places Ideas Information
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Levels of Product Core Benefits Actual Product Augmented Product Brand Name Attributes Packaging Style Design Delivery Financing Service Warranty Customer Support
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Consumer Product Classifications 2.) Shopping 3.) Specialty 4.) Unsought 1.) Convenience
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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.
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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
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Sony U.S. Product Portfolio Product Mix  Width Product Mix  Depth
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Product Extensions Product Extensions  Product Line Extensions - Improvement;  new and improved; new colors  Brand Extensions  – Current brand to new  product class (Honda coming out with SUV)  Repositioning  - Market Perception Change,  targeted at new markets  or market  segments
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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
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New Product Development New Product Development
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This note was uploaded on 04/08/2010 for the course MKT 300 taught by Professor Eaton during the Fall '08 term at ASU.

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300 Ch11 Notes - Chapter11ProductandServices...

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