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Week 4 - Product, Chapter 8, Chapter 9 - Coggle Diagram
Week 4 - Product
Chapter 8
Levels of product and services
actual product
augmented product
core customer value
product and service decisions
individual product and service decision
branding
packaging
product attributes
labeling
product support services
product line decisions
product line length
product line filling
product line stretching
product mix decisions
length
depth
width
consistency
product and service classification
industiral product
materials and parts
capital items
supplies and services
consumer products
shopping product
specialty product
convenience product
unsought product
services marketing
marketing strategies for service firms
service profit chain
five links
greater service value
satisfied and loyal customer
satisfied and productive service employees
healthy service profits and growth
internal service quality
internal marketing and interactive marketing
special service characteristics
service inseparability
service intangibility
service variability
service perishability
branding strategy
brand strategy decisions
brand name selection
brand sponsorship
brand positioning
brand development
brand extension
multi brands
line extension
new brand
brand equtiy (+/-) and brand value
Chapter 9
new product development process
marketing strategy development
business analysis
concept development and testing
idea screening
product development
idea generation
test marketing
commercialization
managing new product development
customer-centered new product development
team-based new product development
systematic new product development
product life cycle (PLC)
five stages
introduction
growth
product development
maturity
decline
style/fashion/fad
