Marketing 2 - 23 ubat Product Services and Branding...

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23 Şubat Product, Services, and Branding Strategy Product Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. – tangible - dokunabilinir Service A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything - intangible - What is a product? Products, Services, and Experiences Market offerings may consist of a combination of goods and services Experiences are used to differentiate offerings (Cevahir – herşey birarada - deneyim) Levels of Product and Services Core benefit, actual and augmented product Product and Service Classifications Consumer products and industrial products Types of Consumer Products Convenience : We shop very frequently Frequent purchases bought with minimal buying effort and little comparison shopping Low price Widespread distribution , availability staple : deterjan, mendil , diş macunu / marka bağlılığı yok Mass promotion by producer Examples / Bakkalda satılan herşey - impulse products : buying without planning , kasa yanındaki ürünler , sales promotion ürünler Sales promotion : sampling, 2sini alana 1i bedava – genelde maturity stagede yapılır.Rekabet çok böylece firma tüketiciye bir ödül veriyo. Emergency product : Yağmur yağınca sokakta şemsiye almak emergency product Related to staples,
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Category Management : Bir ürün grubunu kategorik olarak yönetmek, deterjan, bulaşık grubunu yönetme. . upscale normal lowscale… Shopping Less frequent purchases More shopping effort for comparisons. Consumer more involved Higher than convenience good pricing Selective distribution in fewer outlets Advertising and personal selling Examples : Textile, spending more time on it. Specialty Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity High price Exclusive distribution Carefully targeted promotions Example / Car is a specialty product - insana göre değişir , bazısına göre telefon, diş macunu bile Şu bira yoksa içmiyorum dersen o senin için specialty product Unsought: Aranmayan ürünler Little product awareness and knowledge (or if aware, sometimes negative interest) Pricing varies Distribution varies Aggressive advertising and personal selling by producers and resellers : sigortacılar ; kötü senaryo Example / Blue jean , mezar , sigorta (Sigortaya ihtiyac duydugun zaman artık cok geç başına bişi gelmiş) You don’t realize that you don’t have that need, once you have that need it is too late to purchase
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Product and Service Classifications Consumer products For end-user Industrial products For further production or resell purposes Materials and parts / daha çok satınalma Capital items : Lojman , uzun dönemli capital item / daha seyrek satınalma
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Marketing 2 - 23 ubat Product Services and Branding...

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