MKT-C7 - Dr. Le Thanh Long MKT-C7 - 1...

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Unformatted text preview: Dr. Le Thanh Long MKT-C7 - 1 &¡¢£¤¢¥¦§¨ ©ª «¬¡­§®¢£¯ °±¬¥®§¡ ² &¡¢¡£¤¥¦§¨ ©§ª «©§©¨¦§¨ ¬­¤ª®¯° Dr. Le Thanh Long MKT-C7 - 2 Contents • Define the term product • Classify consumer products • Define the terms product item, product line, and product mix • Describe marketing uses of branding • Describe marketing uses of packaging and labeling Dr. Le Thanh Long MKT-C7 - 3 Contents • Explain the importance of developing new products and describe the six categories of new products • Explain the steps in the new-product development process • Explain the diffusion process through which new products are adopted • Explain the concept of product life cycles Dr. Le Thanh Long MKT-C7 - 4 What Is a Product? • Product is everything, both favorable and unfavorable, that a person receives in an exchange • A product may be a good, service, place, person, or idea. • A product is a set of tangible and intangible attributes, which include packaging, color, price, quality, and brand, plus the services and reputation of the seller. Dr. Le Thanh Long MKT-C7 - 5 What Is a Product? Promotion Promotion Place (Distribution) Place (Distribution) Price Price Product Product Product is the “heart” of Marketing Mix Dr. Le Thanh Long MKT-C7 - 6 Types of Consumer Products Unsought Products Unsought Products Specialty Products Specialty Products Shopping Products Shopping Products Convenience Products Convenience Products Consumer Products Consumer Products Business Products Business Products PRODUCTS PRODUCTS Dr. Le Thanh Long MKT-C7 - 7 What is a service? • A service is the result of applying human or mechanical efforts to people or objects • Service involve a deed, a performance, or an effort that cannot be physically possessed Dr. Le Thanh Long MKT-C7 - 8 The Importance of Services 79% of workers are in service sector. 79% of workers are in service sector. U.S. service exports will top $650 billion by 2010, the same value as manufactured goods. U.S. service exports will top $650 billion by 2010, the same value as manufactured goods....
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This note was uploaded on 11/13/2010 for the course BA BA12345 taught by Professor Harry during the Spring '10 term at University of Economics and Technology.

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MKT-C7 - Dr. Le Thanh Long MKT-C7 - 1...

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