product slides

product slides - Setting Product/Service Strategy...

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Setting Product/Service Strategy
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INTANGIBLE Can not be tested by any of the five senses This makes it difficult for consumers to evaluate quality PERISHABLE can not be stockpiled This makes it difficult to deal with fluctuations in demand INSEPARABILITY Simultaneous production and consumption Relationships are important; Quality control is an issue VARIABILITY Distinguishing Characteristics of Services
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Augmented (Determinant) Basic (defensive) Core Benefit Adapted from Kotler, 2009 PRODUCT LEVELS Expected
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Product Life Cycle Products have limited lives, so ______________ Products pass through different stages--each with different appropriate marketing strategy implications and profitability, so _______________ Shape varies! intro growth maturity decline profits
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Other PLC shapes
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66 Why Is There a PLC? Adoption Process Diffusion Process Product Characteristics
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AWARENESS INTEREST EVALUATION TRIAL ADOPTION THE ADOPTION PROCESS: The mental steps through which an individual passes from first hearing of
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88 The Diffusion Process You’ve seen this before: Individuals go through the adoption process at different speeds:
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99 Product Characteristics that Impact Adoption RELATIVE ADVANTAGE COMPATIBILITY DEGREE OF COMPLEXITY DIVISIBILITY OR TRIALABILITY OBSERVABLE RESULTS
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product slides - Setting Product/Service Strategy...

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