F10 MKTG 3104 Student 11. Product Strategy Part 1

F10 MKTG 3104 Student 11. Product Strategy Part 1 - MKTG...

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Click to edit Master subtitle style 11/5/10 MKTG 3104 Product Strategy
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11/5/10 CLASS OBJECTIVES 1. Overview product strategy decisions 1. Analyze key issues for quality, product lines, and packaging
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Click to edit Master subtitle style 11/5/10 PRODUCT A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or
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Click to edit Master subtitle style 11/5/10 PRODUCT STRATEGY DECISIONS *Quality Positioning *Product lines *Branding *Packaging Warranties Innovation (new product development)
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PRODUCT/SERVICE QUALITY Quality Dimensions (Garvin, 1988) Performance Basic benefits Features “Extra” benefits Reliability Probability of breakdown Conformance Meets preset specifications Durability Useful life Serviceability Ease, cost, friendliness of service Aesthetics Sensory impressions Perceived quality Customer quality beliefs How buyers define quality varies …. within and across product classes.
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11/5/10 IMPORTANCE OF QUALITY DIMENSIONS Excavator Jewelr y Drugs
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This note was uploaded on 11/04/2010 for the course MKTG 3340 taught by Professor Smith during the Spring '10 term at Roanoke.

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F10 MKTG 3104 Student 11. Product Strategy Part 1 - MKTG...

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