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Products, Services, and Brands - Coggle Diagram
Products, Services, and Brands
What Is a Product?
The Levels of Product
Augmented Product
Offering additional consumer services and benefits.
Actual Product
Develop product and service features, design, a quality level, a brand name, and packaging.
Core Customer Value
What is the buyer really buying?
Organizations, Persons, Places, and Ideas
Person Marketing
Activities undertaken to create, maintain, or change attitudes or behavior toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use person marketing to build their reputations.
Place Marketing
Activities undertaken to create, maintain, or change attitudes or behavior toward particular places. Cities, states, regions, and even entire nations compete to attract tourists, new residents, conventions, and company offices and factories
Organization Marketing
Activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.
Social Marketing
The use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society.
Product, Service, and Experience
Service
An activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.
Customer Experience
Beyond simply making products and delivering services, they are creating and managing customer experiences with their brands or company.
Product
Anything that can be offered to a
market for attention, acquisition, use,
or consumption that might satisfy a want or need.
Product and Service Classification
Consumer Product
Shopping Product
A consumer product that the customer, in the process of selecting and purchasing, usually compares on such attributes as suitability, quality, price, and style.
Specialty Product
A consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
Convenience Product
A consumer product that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Unsought Product
A consumer product that the consumer either does not know about or knows about but does not normally consider buying.
Industrial Product
A product bought by individuals and organizations for further processing or for use in conducting a business.
Product and Service Decisions
Product and Service Attributes
Product Features
Product Style and Design
Packaging
The activities of designing and producing the container or wrapper for a product.
Labeling
tags attached to products to complex graphics that are part of the packaging, labels help identify the product or brand.
Brand
A name, term, sign, symbol, design, or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.
Product Quality
Product Support Service
Company’s offer usually includes some support services.
Product Line
Group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges
Product Mix
An organization with several product lines has a product mix.
Service Marketing
The Nature and Characteristics of a Service
Service Inseparability
Services are produced and consumed at the same time and cannot be separated from their providers.
Service Variability
The quality of services may vary greatly depending on who provides them and when, where, and how.
Service Intangibility
Services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Service perishability
Services cannot be stored for later sale or use.
Marketing Strategies for Service Firms
Managing Service Differentiation
The solution to price competition is to develop a differentiated offer, delivery, and image.
Managing Service Quality
A service firm can differentiate itself by delivering consistently higher quality than its competitors provide.
The Service Profit Chain
Service Profit Chain
The chain that links service firm profits with employee and customer satisfaction
Interactive Marketing
Training service employees in the fine art of interacting with customers to satisfy their needs.
Internal Marketing
Orienting and motivating customer contact employees and supporting service people to work as a team to provide customer satisfaction.
Managing Service Productivity
train current employees better or hire new ones who will work harder or more skillfully. Or they can increase the quantity of their service by giving up some quality.
Branding Strategy: Building Strong Brands
Building Strong Brands
Brand Name Selection
Selection
Protection
Brand Sponsorship
Private Brand
A brand created and owned by a reseller of a product or service.
Co-Brand
The practice of using the established brand names of two different companies on the same product.
National Brand
Brand of a product that is distributed nationally under a brand name owned by a producer or distributor.
Brand Positioning
Benefits
Beliefs
Attributes
Values
Brand Development
Line Extension
Extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category.
Brand Extension
Extending an existing brand name to new product categories.
Managing Brands
Brand’s positioning must be continuously communicated to consumers.
Companies need to periodically inspection their brands’ strengths and weaknesses.
Brand Equity
The differential effect that knowing the brand name has on customer response to the product or its marketing.