LECTURE%20650%2002%20-%20SPRING%202010

LECTURE 650 02%2 - OUR FIRST P NEW TEXTS VOCABULARY WHATS NEW EXAM RESULTS TEXTBOOK MARKETING GREAT SIMILARITY SALESPEOPLE KEY BRAND NAMES

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CHAPTERS 10, 11 OUR FIRST P! NEW TEXTS VOCABULARY WHAT’S NEW? EXAM RESULTS TEXTBOOK MARKETING GREAT SIMILARITY SALESPEOPLE KEY “BRAND NAMES” PROFITABILITY b MORE CONTROLLABLES: b PEOPLE b PACKAGING b POSITIONING
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b THE 4 Cs—FROM THE CUSTOMERS’ POINT OF VIEW s CUSTOMER s CONVENIENCE s COMMUNICATION s COSTS b SEQUENCE MUCH OF THE TEXT MATERIAL IS VOCABULARY TALK LIKE MARKETING MANAGERS THINK LIKE MARKETING MANAGERS VARIOUS CONCEPTS OF CH. 10-12 STRONGLY SUGGEST STRATEGIC AND TACTICAL ACTIONS b PRODUCT FORMS b GOODS b SERVICES b IDEAS b PLACES b PERSONALITIES
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PRODUCT DEFINED AS “ANYTHING THAT SATISFIES A NEED OR A WANT AND CAN BE OFFERED IN EXCHANGE” BUNDLE OF BENEFITS LIKE BEAUTY, BENEFITS ARE IN THE EYES OF THE BEHOLDER b BUNDLE OF PHYSICAL, SERVICE, AND SYMBOLIC ATTRIBUTES DESIGNED TO PROVIDE BUYERS WANT-SATISFACTION THE TOTAL PRODUCT CONCEPT 3 LEVELS CORE (BENEFITS) TANGIBLE AUGMENTED
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HEALTH CARE BENEFITS SOUGHT CARE CARING CURE COMFORT CONVENIENCE COST CONTROL QUALITY CONSIDER A RANGE OF HEALTH CARE PRODUCTS REGULAR DENTAL CHECK-UP ROUTINE BIRTH HEART SURGERY HOSPICE CARE HEALTH “PROMOTION” FOR MOST PEOPLE IN HIGH INCOME COUNTRIES, MUCH OF ONE’S HEALTH EXPERIENCE IS DETERMINED BY LIFESTYLE CHOICES: b EATING b EXERCISE b SEXUAL BEHAVIOR b SLEEP b STRESS MANAGEMENT b SUBSTANCE ABUSE
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b ABOUT 5/6 OF U.S. HEALTHCARE SPRENDING IS BY THIRD PARTIES b “ALL YOU CAN EAT” SPENDING b “WE HAVE MET THE ENEMY AND HE IS US” b ALL 4 Ps ARE RELEVANT b U.S. HEALTHCARE COST AS % OF GDP s 1965—5% s 2005—15% b OTHER HIGH INCOME NATIONS ABOUT HALF THAT % b NOT IN TOP 20 COUNTRIES BY MOST MEASURES OF HEALTH STATUS TANGIBLE PRODUCT LEVEL SIZE COLOR PACKAGE PHYSICAL CHARACTERISTICS FEATURES
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b “QUALITY” b ABSENCE OF DEFECTS b CAPABILITIES b PERFORMANCE LEVEL b ALWAYS FROM THE CUSTOMER’S POINT OF VIEW b PRODUCT DESIGN—OPTIMIZING THE COMBINATION OF s FUNCTION s VALUE s AESTHETICS AUGMENTED PRODUCT LEVEL SERVICE CREDIT DELIVERY REPUTATION ETC.
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b “EXPERIENCES” AS PRODUCT— b ENTERTAINING b EXCITING b ENGAGING b EDUCATIONAL TYPES OF CONSUMER PRODUCTS 1. CONVENIENCE PRODUCTS 2. SHOPPING PRODUCTS a. HOMOGENEOUS—PRICE BASED b. HETEROGENEOUS— ATTRIBUTE BASED 3. SPECIALTY PRODUCTS 4. UNSOUGHT PRODUCTS TYPES OF CONVENIENCE PRODUCTS STAPLES “IMPULSE” EMERGENCY
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BUSINESS TO BUSINESS PRODUCTS MATERIALS, PARTS, SUPPLIES ACCESSORY EQUIPMENT INSTALLATIONS b “NEW” b THE 2ND MOST COMMON CLAIM IN ADS (AFTER “FREE”) b THERE ARE DEGREES OF “NEWNESS” BENCHMARK STUDY NEW TO THE WORLD-10% IMPROVEMENTS-REVISIONS-26% ADDITIONS TO EXISTING LINES-26% NEW TO COMPANY-20% COST REDUCTIONS-11% REPOSITIONINGS-7% CONCLUSION--MOST “NEW” PRODUCTS ARE NOT ALL THAT NEW
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ESTIMATED RATES FOR NEW PRODUCT SUCCESS-FAILURE VARY WIDELY A SAFE GENERALIZATION--
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This note was uploaded on 10/10/2011 for the course BUSINESS 620 taught by Professor Paul during the Spring '11 term at Ohio State.

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LECTURE 650 02%2 - OUR FIRST P NEW TEXTS VOCABULARY WHATS NEW EXAM RESULTS TEXTBOOK MARKETING GREAT SIMILARITY SALESPEOPLE KEY BRAND NAMES

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