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CHAPTER 13 Setting Product Strategy, CHAPTER 15 Introducing New Market…
CHAPTER 13
Setting Product Strategy
Product Characteristics
and Classifications
Product Levels: The Customer-Value Hierarchy
Product Classifications
Durability & tangibility
Consumer goods classification
Industrial goods classification
Differentiation
Product Differentiation:
Form, Features, Performance Quality, Conformance Quality, Durability, Reliability, Repairability, Style,
Customization
Services Differentiation
Ordering ease, Delivery, Installation, Customer training, Customer consulting, Maintenance and repair, Return
Design
Design leader, Power of design, Approaches to design,
Luxury Porduct
Environmental Issues
Product and Brand Relationships
The Product Hierarchy: Need family, Product family, Product class, Product line, Product type, Product type, Item
Product Systems and Mixes
Product systems: sekelompok item yang beragam tetapi terkait yang berfungsi dengan cara yang kompatibel.
Product Mix: kumpulan semua produk dan barang yang ditawarkan penjual tertentu untuk dijual.
Product Line Analysis
Sales and profit
Market profile and image
Product Line Analysis
Line stretching
Line filling
Line Modernization, Featuring, and Pruning
Product Mix Pricing
Product Line Pricing, Optional-Feature Pricing, Captive-Product Pricing, Two-Part Pricing, By-Product Pricing, Product-Bundling Pricing
Co-Branding and Ingredient Branding
Packaging, Labeling, Warranties,
and Guarantees
Packagin: mencakup semua kegiatan merancang dan memproduksi wadah untuk suatu produk
Labelling: tag terlampir sederhana atau gambar yang dirancang dengan rumit yang merupakan bagian dari paket
Warranties: pernyataan formal tentang kinerja produk yang diharapkan oleh produsen.
CHAPTER 15
Introducing New
Market Offerings
New-Product Options
Make or buy?
Types of New Products
Challenges in New-Product
Development
The Innovation
Imperative
New product success
New-Product Failure
Organizational Arrangements
Budgeting for New-Product Developmen
Organizing New-Product Developmen
Managing the Development
Process: Ideas
Generating Ideas:
Interacting with Employees
Interacting With Outsiders
Studying Competitors
Adopting Creativity Techniques
Using idea screen
Managing the Development
Process: Concept to Strategy
Concept Development and Test
Marketing Strategy Developmen
Business Analysis
Estimating Total Sales
Estimating Costs and Profits
Managing the Development Process:
Development to Commercialization
Product Developme
Market Test
Commercialization
The Consumer-Adoption Process
Stages in the Adoption Process
Awareness
Interest
Valuation
Trial
Adoption
Factors Influencing the Adoption Process
Readiness to Try New Products and Personal Influence
Characteristics of the Innovation
Organizations’ Readiness to Adopt Innovations