Please enable JavaScript.
Coggle requires JavaScript to display documents.
M2: RESUMEN - Coggle Diagram
M2: RESUMEN
cap 6: PRODUCTS
Product: everything, both favorable and unfavorable, that a person receives in an exchange
Consumer product
-
consumer
-
shopping product a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores
-
homogeneous: for example, washers, dryers, refrigerators, and televisions.
unsought producta product unknown to the potential buyer or a known product that the buyer does not actively seek
specialty product a particular item for which consumers search extensively and are very reluctant to accept substitute
Line, item, mix
-
item: a specific version of a product that can be designated as a distinct offering among an organization’s products
-
PRODUCT MODIFICATION (quality, functionality, style)
Planned obsolescence is a term commonly used to describe the practice of modifying products so that those that have already been sold become obsolete be-fore they actually need replacement.
Uses of branding: product identification, facilitate new products sales
brand a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products
brand name that part of a brand that can be spoken, including letters, words, and numbers
-
-
global brand a brand that obtains at least a one-third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data
-
-
-
captive brand a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer’s affiliation
-
-
-
-
-
-
Uses of packaging and labeling: contain and protect products; promote products; and facilitate the storage, facilitate recycling and reduce environmental damage.
-
persuasive labeling a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondar
universal product codes (UPCs) a series of thick and thin vertical lines (bar codes) readable by computerized optical scanners that represent numbers used to track product
formational labeling a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase
s
Warranties
-
-
implied warranty an unwritten guarantee that the good or service is fit for the purpose for which it was sold
CRM
-
-
-
-
Although mass marketing will probably continue to be used, especially to create brand aware-ness or to remind consumers of a product, the advantages of CRM cannot be ignored.
-
-
multisegment targeting strategy a strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each.
cannibalization a situation that occurs when sales of a new product cut into sales of a firm’s existing product
position: place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings
Perceptual mapping is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.
positioning developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in genera
product differentiation a positioning strategy that some firms use to distinguish their products from those of competition
Business market: producers, resellers, government, and institutions
satisficers business customers who place an order with the first familiar supplier to satisfy product and delivery requirements
optimizers business customers who consider numerous suppliers (both familiar and unfamiliar), solicit bids, and study all proposals carefully before selecting one
undifferentiated targeting strategy a marketing approach that views the market as one big market with no individual segments and thus uses a single marketing mix
concentrated targeting strategy a strategy used to select one segment of a market for targeting marketing efforts