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Chapter 5 : Product Decisions - Coggle Diagram
Chapter 5 : Product Decisions
product
everything, both favorable and favorable,
that a person receives in an exchange.
4P
-product
-price
-place
-promotion
types of products
business product
consumer product
types of consumer products
convenience product
shopping product
soecialty product
unshought product
product item is a specific ver of a product that can designated as a distinct offering among an organization's products
product line is a group
of closely-related product items
benefits
-package uniformity
-advertising economies
product mix is all product
that an organization sells
product line depth is the number
of product item in a product line
product mix width
-diversifies risk
-capitalizes on established
reputation
adjustment to product items, lines and mixes
product modification
product repositioning
product line extension or contraction
types of product modifications
quality modification
functional modification
style modification
repositioning
changing demographic
declining sales
changes in social environment
product line extension
branding
brand name
brand mark
brand equity
global brand
benefits
-product identification
-repeat sales
-new product sales
generic brand
generic product
manufacturers brand
private brand
advantages of manufacturers brands
-attract new customers
-enhance dealer;s prestige
advantages of private brands
-less pressure to mark down price
-earn higher profits on own brands
individual brand vs family brand
co-branding
ingredient branding
cooperative branding
complementary branding
trademarks is the exclusive
right to use a brand
continuously protected
laws applies to the online
world
functions of packaging
-promote
-facilitate recycling
-contain and protect
labeling
universal product codes
packaging and labeling
global issues in branding
one brand name everywhere
adaptions & modifications
different brand names in different market
global issues in packaging
labeling
aesthetics
climate considerations
