Powerpoints Segment 8

Powerpoints Segment 8 - SEGMENT 8: PRODUCT STRATEGY...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
SEGMENT 8: PRODUCT STRATEGY (Related chapter in text: 11)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
LEARNING OBJECTIVES Define what is meant by a “product” and describe its three key levels - core, expected, and augmented. Distinguish product item, line and mix
Background image of page 2
LEARNING OBJECTIVES Define the product life cycle (PLC) and describe its role and importance in setting product strategy. Distinguish the brand, product form, and product class PLCs. Understand how to compute and use the Brand Development Index (BDI) and Category Development Index (CDI).
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
LEARNING OBJECTIVES Understand the factors involved in family vs. multiple branding and national brands vs. private label brands. Define and distinguish brand equity, category extension, and line extension.
Background image of page 4
PRODUCT STRATEGY WHAT IS A PRODUCT? NOT JUST A PHYSICAL ENTITY. ..
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
THREE LEVELS OF PRODUCT AUGMENTED EXPECTED CORE
Background image of page 6
A CRUCIAL DISTINCTION: FEATURES VS. BENEFITS
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
DEFINITION: A PRODUCT IS A GOOD, SERVICE, OR IDEA CONSISTING OF A BUNDLE OF TANGIBLE AND INTANGIBLE BENEFITS.
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 35

Powerpoints Segment 8 - SEGMENT 8: PRODUCT STRATEGY...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online