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

LECTURE%20650%2002%20-%20SPRING%202010 - OUR FIRST P NEW...

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M&L 650—Lecture 2 CHAPTERS 10, 11 OUR FIRST P! NEW TEXTS VOCABULARY WHAT’S NEW? EXAM RESULTS TEXTBOOK MARKETING GREAT SIMILARITY SALESPEOPLE KEY “BRAND NAMES” PROFITABILITY boxbutton2 MORE CONTROLLABLES: boxbutton2 PEOPLE boxbutton2 PACKAGING boxbutton2 POSITIONING
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M&L 650—Lecture 2 boxbutton2 THE 4 Cs—FROM THE CUSTOMERS’ POINT OF VIEW square5 CUSTOMER square5 CONVENIENCE square5 COMMUNICATION square5 COSTS boxbutton2 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 boxbutton2 PRODUCT FORMS boxbutton2 GOODS boxbutton2 SERVICES boxbutton2 IDEAS boxbutton2 PLACES boxbutton2 PERSONALITIES
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M&L 650—Lecture 2 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 boxbutton2 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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M&L 650—Lecture 2 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: boxbutton2 EATING boxbutton2 EXERCISE boxbutton2 SEXUAL BEHAVIOR boxbutton2 SLEEP boxbutton2 STRESS MANAGEMENT boxbutton2 SUBSTANCE ABUSE
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M&L 650—Lecture 2 boxbutton2 ABOUT 5/6 OF U.S. HEALTHCARE SPRENDING IS BY THIRD PARTIES boxbutton2 “ALL YOU CAN EAT” SPENDING boxbutton2 “WE HAVE MET THE ENEMY AND HE IS US” boxbutton2 ALL 4 Ps ARE RELEVANT boxbutton2 U.S. HEALTHCARE COST AS % OF GDP square5 1965—5% square5 2005—15% boxbutton2 OTHER HIGH INCOME NATIONS ABOUT HALF THAT % boxbutton2 NOT IN TOP 20 COUNTRIES BY MOST MEASURES OF HEALTH STATUS TANGIBLE PRODUCT LEVEL SIZE COLOR PACKAGE PHYSICAL CHARACTERISTICS FEATURES
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M&L 650—Lecture 2 boxbutton2 “QUALITY” boxbutton2 ABSENCE OF DEFECTS boxbutton2 CAPABILITIES boxbutton2 PERFORMANCE LEVEL boxbutton2 ALWAYS FROM THE CUSTOMER’S POINT OF VIEW boxbutton2 PRODUCT DESIGN—OPTIMIZING THE COMBINATION OF square5 FUNCTION square5 VALUE square5 AESTHETICS AUGMENTED PRODUCT LEVEL SERVICE CREDIT DELIVERY REPUTATION ETC.
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M&L 650—Lecture 2 boxbutton2 “EXPERIENCES” AS PRODUCT— boxbutton2 ENTERTAINING boxbutton2 EXCITING boxbutton2 ENGAGING boxbutton2 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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M&L 650—Lecture 2 BUSINESS TO BUSINESS PRODUCTS MATERIALS, PARTS, SUPPLIES ACCESSORY EQUIPMENT INSTALLATIONS boxbutton2 “NEW” boxbutton2 THE 2ND MOST COMMON CLAIM IN ADS (AFTER “FREE”)
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