Chapter 8-9 - Chapter Eight Products, Services, and Brands...

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Chapter Eight Products, Services, and Brands Building Customer Value Dr. LE THANH LONG
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PoMKT- S5 Dr. Le Thanh Long 2 Content b What Is a Product? b Product and Services Decisions b Branding Strategy: Building Strong Brands b Services Marketing
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PoMKT- S5 Dr. Le Thanh Long 3 What Is a Product? Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want Experiences represent what buying the product or service will do for the customer Products, Services, and Experiences
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PoMKT- S5 Dr. Le Thanh Long 4 What Is a Product? Product and Service Classifications
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PoMKT- S5 Dr. Le Thanh Long 5 What Is a Product? b Consumer products are products and services for personal consumption b Classified by how consumers buy them s Convenience products s Shopping products s Specialty products s Unsought products Product and Service Classifications
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PoMKT- S5 Dr. Le Thanh Long 6 What Is a Product? Convenience products are consumer products and services that the customer usually buys frequently, immediately, and with a minimum comparison and buying effort b Newspapers b Candy b Fast food Product and Service Classifications
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PoMKT- S5 Dr. Le Thanh Long 7 What Is a Product? Shopping products are consumer products and services that the customer compares carefully on suitability, quality, price, and style b Furniture b Cars b Appliances Product and Service Classifications
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PoMKT- S5 Dr. Le Thanh Long 8 What Is a Product? Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort b Medical services b Designer clothes b High-end electronics Product and Service Classifications
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PoMKT- S5 Dr. Le Thanh Long 9 What Is a Product? Unsought products are consumer products that the consumer does not know about or knows about but does not normally think of buying b Life insurance b Funeral services b Blood donations Product and Service Classifications
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PoMKT- S5 Dr. Le Thanh Long 10 What Is a Product? Industrial products are products purchased for further processing or for use in conducting a business b Classified by the purpose for which the product is purchased s Materials and parts s Capital s Raw materials Product and Service Classifications
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PoMKT- S5 Dr. Le Thanh Long 11 What Is a Product? Organization marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization Organizations, Persons, Places, and Ideas
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PoMKT- S5 Dr. Le Thanh Long 12 What Is a Product? Person marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward particular people Organizations, Persons, Places, and Ideas
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PoMKT- S5 Dr. Le Thanh Long 13 What Is a Product? Place marketing
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Chapter 8-9 - Chapter Eight Products, Services, and Brands...

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