Post on 21-Dec-2015
12-1
Chapter Questions
• How can products be classified?
• How can companies differentiate products?
• How can a company build and manage its
product mix and product lines?
• How can companies use packaging,
labeling, warranties, and guarantees as
marketing tools?
12-5
Product Differentiation
• Product form
• Features
• Performance
• Conformance
• Durability
• Reliability
• Reparability
• Style
• Design
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer consulting
• Maintenance
12-9
Line Stretching
Down-Market StretchDown-Market Stretch
Up-Market StretchUp-Market Stretch
Two-Way StretchTwo-Way Stretch
12-12
Packaging: The 5th P?
All the activities of designing and producing
the container for a product.
12-13
Packaging is influenced by…
Self-serviceSelf-service
Consumer affluenceConsumer affluence
Company/brand imageCompany/brand image
Innovation opportunityInnovation opportunity
12-22
Example
2004 Hyundai Accent GT Hatchback© Robert C. BowdenTwo things might tilt a frugal buyer toward the 2004 Hyundai Accent GT and away from similarly priced competitors: the longest warranty on any subcompact car, and standard side air bags. No competitor offers these and both are invaluable to buyers….Bottom line: If you only have $10,000 to spend on a new car, the 2004 Hyundai Accent deserves serious consideration. If you can find better transportation value with four wheels and a roof, buy it.