Ch11 Notes

Ch11 Notes - Chapter11ProductandServices...

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Chapter 11 - Product and Services  Chapter 11 - Product and Services  Strategies Strategies     Types of Products/Product Lines New Product Development Facts Categories of New Products  New Product Development Process Categories of New Product Adoption The Product Life Cycle (PLC)
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Chapter 11 - Product and Services  Chapter 11 - Product and Services  Strategies Strategies Importance of Services Distinguishing Characteristics of Services Three Additional P’s of Services Gap Model Service Quality Marketing Mixes (Product/Promotion)
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Types of “Products” Types of “Products” Physical Objects People Organizations Services Places Ideas Information
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Levels of Product Core Benefits Actual Product Augmented Product Brand Name Attributes Packaging Style Design Delivery Financing Service Warranty Customer Support
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Types of Consumer Products Types of Consumer Products Convenience Product Convenience Product Shopping Product Shopping Product Specialty Product Specialty Product _Unsought_ Product _Unsought_ Product A relatively inexpensive item that merits little shopping effort. A relatively inexpensive item that merits little shopping effort. A product that requires comparison shopping, because it is usually more expensive and found in fewer stores. A product that requires comparison shopping, because it is usually more expensive and found in fewer stores. A particular item that consumers search extensively for and are reluctant to accept substitutes. A particular item that consumers search extensively for and are reluctant to accept substitutes. A product unknown to the potential buyer or a known product that the buyer does not actively seek. A product unknown to the potential buyer or a known product that the buyer does not actively seek.
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Sony U.S. Product Portfolio Computer Cameras Televisions Theatre Portable  Electronics Sony  Pictures Games VAIO   -notebook -desktop Digital Home Disc Burner Location Free mylo  Software Cyber-shot Alpha SLR HandyCam Printers Digital picture  frames Photo  services Televisions Home theatre  systems Blu-ray Disc DVD players Home audio  components Walkman  Video MP3 Rolly Reader Digital  Book Sony Cell  Phone GPS Movies  -Theatre -DVD -Blue-ray Television -Comedy -Drama -Daytime -Cartoons Music PlayStation -PS3 -PS2 -Portable
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Sony U.S. Product Portfolio Product Mix  Width Product Line Depth
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Product Extensions Product Extensions Line Extension -  Improvement; new and  improved; new colors Brand Extensions –  Current brand to new  product class
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New Product Development New Product Development Importance to long-term success: Strong correlation between new product  success and a company’s profitability and  sales growth Industry leaders obtain  _49__  % of revenues  from products developed in the last 5 years
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Ch11 Notes - Chapter11ProductandServices...

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