Chapter 11

Chapter 11 - CHAPTER 11 Product and Service Strategies...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 11 Product and Service Strategies Principles of Marketing Minneapolis Community and Technical College Instructor: Dave Skogstrom Office: Management Education Center, Room 1050 Phone: 612-659-6422 Email: [email protected] .
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter Objectives Product and Service  Strategies CHAPTER    11 1 2 4 7 8 Define  product  and  distinguish between  goods and services and  how they relate to the  goods-services  continuum. Explain the importance  of the service sector in  today’s marketplace. List the classifications  of consumer goods and  services and briefly  describe each  category. Describe each of the  types of business  goods and services. Explain how quality is  used by marketers as a  product strategy. Explain why firms  develop lines of related  products. Describe the way  marketers typically  measure product mixes  and make product mix  decisions. Explain the concept of  the product life cycle  and identify the  different stages. Describe how a firm  can extend a product’s  life cycle, and explain  why certain products  may be deleted. 5 3 6 9
Background image of page 2
CHAPTER 11 Product and Service Strategies Marketing mix Blending of the four strategy elements —product, distribution, promotion, and price—to fit the needs and preferences of a specific target market. • Marketers develop strategies to sell both tangible goods and intangible services.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
CHAPTER 11 Product and Service Strategies ELEMENTS OF A MARKETING STRATEGY • Two basic elements: Target Market and Marketing Mix Variables.
Background image of page 4
CHAPTER 11 Product and Service Strategies You are the Marketing Manager 1. What is your responsibility? 2. What are the steps in the marketing strategy? 3. What are the elements of the mix? 4. What do you control? 5. What don’t you control? 6. What are the elements of the marketing environment? 7. When something changes in the mktg environment, as the marketing manager, what do you do or how do you react?
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
CHAPTER 11 Product and Service Strategies Some examples of why the human race has probably evolved as far as possible. These are actual instruction labels on consumer goods collected by students: On Sears hairdryers: Do not use while sleeping. On a bag of Fritos: You could be a winner! No purchase necessary. Details inside The directions on a bar of Dial soap: Use like regular soap. On some Swanson frozen dinners: - - Serving suggestion: Defrost.
Background image of page 6
Product and Service Strategies yes, more On a hotel provided shower cap -- on the box: Fits one head. On Tesco's Tiramisu dessert: Do not turn upside down (printed on bottom of the box) Product will be hot after heating. On the packaging for a Rowenta iron:
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/26/2011 for the course BUSN 1142 taught by Professor Skogstrom during the Fall '10 term at MCTC.

Page1 / 56

Chapter 11 - CHAPTER 11 Product and Service Strategies...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online