ch12+PPP - Chapter 12 Product and Distribution Strategies...

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Product and Distribution  Strategies Chapter 12
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Explain marketing’s definition of a  product; differentiate among convenience,  shopping, and specialty products; and  distinguish between a product mix and a  product line. Briefly describe each of the four stages of  the product life cycle with their marketing  implications. Explain how firms identify their products. Outline and briefly describe each of the  major components of an effective  distribution strategy. 1 Learning Objectives Distinguish between the different  types of wholesaling intermediaries. Describe the various types of  retailers and identify retail strategies. Identify the various categories of  distribution channels, and discuss  the factors that influence channel  selection. 2 3 4 5 6 7
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Product - a bundle of physical, service, and  symbolic characteristics designed to satisfy  consumer wants Product Categories: Convenience products- items the consumer seeks to purchase  frequently, immediately, and with little effort Shopping products- typically purchased only after the buyer has  compared competing products in competing stores Specialty products- items a purchaser is willing to make a  special effort to obtain Product Strategy
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Product Classification
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Capital versus Expense Items Installations- major capital items such as new factories,  heavy equipment and machinery, and custom-made  equipment Accessory equipment- includes less expensive and  shorter-lived capital items than installations and involves  fewer decision makers Component parts and materials- become part of a final  product Raw materials- farm and natural products used in  producing other final products Supplies- expense items used in a firm’s daily operations  that do not become part of the final product Classifying Business Goods
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Different from Goods Intangible Perishable Difficult to standardize Service provider is the service Services
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In B2B, there is a greater emphasis on  personal  selling  for installations and many component parts  and a concentration on quality and customer  service. Producers of installations and component parts may  involve customers in  new-product development . Advertising  is more commonly used to sell supplies  and accessory equipment. Producers of supplies and accessory equipment 
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ch12+PPP - Chapter 12 Product and Distribution Strategies...

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