Chapter 10 Powerpoint

Chapter 10 Powerpoint - Chapter 10 Product and Brand...

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Chapter 10 Product and Brand Decisions
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210-2 Introduction to Brands and Products Brand and product  concepts Local, international,  and global brands Product design  issues Attitudes toward  foreign products
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310-3 Basic Product Concepts A product is a good, service, or idea Tangible attributes Intangible attributes Product classification Consumer goods Industrial goods
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410-4 Product Types Buyer orientation Amount of effort expended on purchase Convenience Preference Shopping Specialty
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510-5 Brands Bundle of images and experiences in the  customer’s mind A promise made by a particular company  about a particular product A quality certification Differentiation between competing products The sum of impressions about a brand is the 
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610-6 Brands
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710-7 Brand Equity The added value that accrues to a  product as a result of investments in the  marketing of the brand An asset that represents the value  created by the relationship between the  brand and customer over time
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810-8 Local Products and Brands Brands that have achieved success in a  single national market Represent the lifeblood of domestic  companies Entrenched local products/brands can  be a significant competitive hurdle to 
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910-9 International Products and Brands Offered in several  markets in a  particular region Euro brands The Smart car was developed by  DaimlerChrysler for the European  market.
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1010-10 Global Products and Brands Global products meet the wants and  needs of a global market and are  offered in all world regions Global brands have the same name   and similar image and positioning  throughout the world
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Global Products and Brands A multinational has operations in different countries. A global company views the world as a single country. We know Argentina and France are different, but we treat them the same. We sell them the same products, we use the same production methods, we have the same corporate policies. We even use the same advertising—in a different language, of course. —Alfred Zeien Former Gillette CEO
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Chapter 10 Powerpoint - Chapter 10 Product and Brand...

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