S12+MKTG+3104+11.+Product+Strategy+Outline

S12+MKTG+3104+11.+Product+Strategy+Outline - MKTG 3104...

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MKTG 3104 Product Strategy
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CONTENT OBJECTIVES 1. Overview product strategy decisions 2. What does product quality mean to customers? 3. What are the issues in putting together a product line? 4. Why do we brand, and how does it
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PRODUCT A good, service, or idea consisting of: a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for
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PRODUCT/SERVICE QUALITY Quality Dimensions (Garvin, 1988) Performance Basic benefits Features “Extra” benefits Reliability Probability of breakdown Durability Useful life Conformance Meets preset specifications Serviceability Ease, cost, friendliness of service Aesthetics Sensory impressions Perceived quality Customer quality beliefs Subjective perception perceptions of quality are what drive decisions We often infer quality from other things: Price, reputation, brand, guarantee, retailer, or relationships. How buyers define quality varies across ____________ and across ________ within a product class.
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PRODUCT LINE A product line is a group of closely related products. Companies define their own product lines. How products in a line are related can vary. Products in a line
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Pantene (24) ANTI-FRIZZ , CLARIFYING, CLEAN, CURLS, SMOOTH, BLONDE/RED/SILVER/DARK ENHANCING, COLOR REVIVAL, EXTRA STRAIGHT , FULL & THICK , ICE SHINE, VOLUME, TEXTURE, SMOOTH VITALITY, MOISTURE RENEWAL, BEAUTIFUL LENGTHS, BREAKAGE DEFENSE, MOISTURE BALANCE, RESTORATIVES TIME RENEWAL Aussie (10) Head and Shoulders (11) Herbal Essence (15) Fekkai (15) Infusium 23 Vidal Sassoon
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This note was uploaded on 02/29/2012 for the course MKGT 3104 taught by Professor Dr.klein during the Spring '12 term at Virginia Tech.

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S12+MKTG+3104+11.+Product+Strategy+Outline - MKTG 3104...

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