Week 5 - PowerPoint slides covering chapters 9 & 10

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Chapter 9 Elements of Product Planning for Goods and Services
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Product Decisions for Marketing Strategy Planning (Exhibit 9-1)
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Product Decisions for Marketing Strategy Planning (Exhibit 9-1) Chapter 10: Product Management & New Product Development Product idea Brand Package Warranty Product classes Chapter 9: Elements of Product Planning for Goods & Services
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Goods and/or Services Are the Product (Exhibit 9-2) Restaurant meal, cell phone, automobile tune-up 100% service emphasis 100% physical good emphasis Blend of physical good and service Canned soup, steel pipe, paper towels Satellite radio, hair styling, postal service
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Branding Is Strategy Decision (Exhibit 9-3)
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Market price can be high enough Product quality and good value Easy to label and identify Key Issues Conditions Favorable to Branding Favorable shelf or display space Dependable, widespread availability Economies of scale
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Brand Rejection Brand Non- Recognition Brand Recognition Brand Preference Brand Insistence Achieving Brand Familiarity Is Not Easy
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Easy to Pronounce Can Pronounce in Only One Way Can Pronounce in All Languages Suggests Product Benefits Meets Packaging/Labeling Needs No Undesirable Imagery Always Timely Adapts to Any Advertising Medium Legally Available for Use The Right Brand Name Can Help (Exhibit 9-4)
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You Must Protect Your Own Lanham Act Counterfeiting Is Accepted In Some Cultures Protecting Brand Names & Trademarks
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Individual Brand Family Brand Brand Choices Generic “Brand” What Kind of Brand to Use? Licensed Brand
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Battle of the Brands Manufacturer Brands Also called national brands Created/owned by producers Develop demand across many markets Dealer Brands Also called private brands or store brands Created/owned by intermediaries Create higher margins for dealers Who Should Do the Branding?
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Lower Distribution Costs Packaging Sends
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Week 5 - PowerPoint slides covering chapters 9 & 10

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