F10+MKTG+3104+Student+11.+Product+Strategy+Part+1+ppt

F10+MKTG+3104+Student+11.+Product+Strategy+Part+1+ppt -...

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MKTG 3104 Product Strategy
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CLASS OBJECTIVES 1. Overview product strategy decisions 2. Analyze key issues for quality, product lines, and packaging
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PRODUCT A good, service, or idea consisting of a bundle of tangible and intangible attributes jeans that satisfies consumers and is received in exchange for money or some unit of value
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PRODUCT STRATEGY DECISIONS *Quality -> What is it? Positioning *Product lines *Branding *Packaging Warranties(textbook) Innovation (new product development) Design
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PRODUCT/SERVICE QUALITY Quality Dimensions (Garvin, 1988) Performance Basic benefits Features “Extra” benefits Reliability Probability of breakdown Conformance Meets preset specifications Durability Useful life Serviceability Ease, cost, friendliness of service Aesthetics Sensory impressions Perceived quality Customer quality beliefs How buyers define quality varies …. within and across product classes.
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IMPORTANCE OF QUALITY DIMENSIONS Excavator Jewelr y Drugs Performance X X Features Reliability X X Conformance X Durability X Serviceability X Aesthetics X Perceived quality X
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F10+MKTG+3104+Student+11.+Product+Strategy+Part+1+ppt -...

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