kotler08_basic - Product,Services,and BrandingStrategy...

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Product, Services, and  Branding Strategy Chapter 8
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  8 - 2 Learning Goals 1. Understand products and the major  classifications of products and services 2. Learn the decisions companies make  regarding their products and services 3. Understand branding strategy 4. Identify the four characteristics that  affect the marketing of a service 5. Realize additional product issues
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  8 - 3 Produce 7.5  million  doughnuts  each day Sell more than  doughnuts;  they sell an  experience New store openings  are eagerly  anticipated in part  due to extensive  promotion Case Study Krispy Kreme Krispy Kreme
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  8 - 4 Definitions Product Anything offered to a market for attention,  acquisition, use, or consumption that might  satisfy a need or want. Service A form of product that consists of activities,  benefits or satisfactions offered for sale that  are essentially intangible and do not result in  the ownership of anything. Goal 1:  Understand products and their classifications
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  8 - 5 What is a Product? Products, Services, and Experiences Market offerings may consist of a  combination of goods and services Experiences are used to differentiate  offerings Levels of Product and Services Core benefit, actual and augmented product Product and Service Classifications Consumer products and industrial products Goal 1:  Understand products and their classifications
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  8 - 6 What is a Product? Convenience Shopping Specialty Unsought Frequent purchases  bought with minimal  buying effort and little  comparison shopping Low price Widespread  distribution Mass promotion by  producer Types of Consumer  Products   Goal 1:  Understand products and their classifications
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  8 - 7 What is a Product? Convenience Shopping Specialty Unsought Less frequent purchases  More shopping effort for  comparisons.  Higher than convenience  good pricing Selective distribution in  fewer outlets Advertising and personal  selling Types of Consumer  Products   Goal 1:  Understand products and their classifications
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  8 - 8 What is a Product? Convenience
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kotler08_basic - Product,Services,and BrandingStrategy...

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