MARKETING PRODUCT VIEWGRAPHS

MARKETING PRODUCT VIEWGRAPHS - UNDERSTAND THE STAGES...

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PRODUCT/SERVICE PRODUCT: COMBINATION OF THE PHYSICAL ITEM, SERVICE AND SYMBOLIC ATTRIBUTES DESIGNED TO SATISFY A CUSTOMER’S NEEDS OR WANTS CALLED THE EXTENDED PRODUCT: PHYSICAL ITEM, WARRANTY, REPUTATION, BRAND NAME, SERVICE, LOCATIONS, QUALITY, ETC.
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TYPES OF CONSUMER AND INDUSTRIAL PRODUCTS: CONSUMER: CONVENIENCE GOOD SHOPPING GOOD SPECIALTY GOOD UNSOUGHT GOOD THE CONSUMER DECIDES WHAT IT IS! INDUSTRIAL: INSTALLATION/CAPITAL GOOD ACCESSORY/OFFICE SUPPLIES COMPONENT PARTS RAW MATERIALS GOODS FOR RESALE BUSINESS SERVICES
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THE CONCEPT OF QUALITY: TOTAL QUALITY MANAGEMENT (TQM): DO IT RIGHT THE FIRST TIME EVERYBODY’S INPUT SHOULD STRIVE FOR CONTINUOUS IMPROVEMENT QUALITY CIRCLES/TEAMS KAIZEN: CONTINUOUS INCREMENTAL IMPROVEMENT BENCHMARKING DEMING AND BALDRIDGE THE PROCESS NEVER ENDS
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PRODUCT DEFINITIONS/TERMS PRODUCT ELEMENT PRODUCT LINE DEEP OR SHALLOW PRODUCT LINE CONSISTENCY PRODUCT MIX WIDE OR NARROW PRODUCT AUDIT PRODUCT CLUTTER EXIT STRATEGY
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PRODUCT LIFE CYCLE FOUR STAGES: INTRODUCTION GROWTH MATURITY DECLINE (POSSIBLY RE-INTRODUCTION)
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Unformatted text preview: UNDERSTAND THE STAGES BECAUSE IT HELPS YOU: MANAGE THE MIX OVER ITS LIFE CYCLE DETERMINE WHEN TO INTRODUCE A NEW PRODUCT TO REPLACE THE LOST REVENUE POWER OF THE BRAND: BRAND MANAGEMENT BRAND: AND COMBINATION OF A NAME, TERM, SYMBOL, DESIGN IDENTIFYING A PRODUCT/SERVICE/COMPANY THAT DIFFERENTIATES IT FROM ITS COMPETITORS TYPES OF BRANDS: GENERIC OR NO NAME MANUFACTURERS OR NATIONAL PRIVATE OR STORE CO-BRANDS CHARACTERISTICS OF GOOD BRAND NAMES: CAN PRONOUNCE IT (GLOBAL??) REFLECTS THE PRODUCT DISTINCT CAN BE PROTECTED (TRADEMARK) THREE STAGES OF BRAND POSITIONING: BRAND RECOGNITION BRAND PREFERENCE BRAND INSISTENCE PROTECT IT PROTECT IT PROTECT IT PROTECT IT PACKAGING FOUR CONSIDERATIONS: PROTECT IT PROMOTE IT TIE IT TO THE FAMILY COST EFFECTIVE ___________________________________ _ NEW PRODUCT DEVELOPMENT PROCESS ALSO CALLED THE PRODUCT REALIZATION PROCESS (PRP) THREE OBJECTIVES OF PRP: DO MORE DO IT FASTER LESS EXPENSIVELY...
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This note was uploaded on 11/17/2011 for the course BUS 348 taught by Professor Ettle during the Fall '08 term at SUNY Stony Brook.

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MARKETING PRODUCT VIEWGRAPHS - UNDERSTAND THE STAGES...

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