Product, services, branding strategy
What is a product
Branding Strategy
Services marketing
Product and service decision
Levels of products and services
Product, service classifications
Experience: what buying the product, or service will do the customer
Service: A form of activities that satisfy customer needs
What can be offered, traded based on needs of consumption
Core benefits
Actual product
Augmented product
Consumer products (for personal consumption)
Industrial products (product purchased for further processing or use in a business)
Shopping (EG: Furniture, cars, applicances
Specialty (EG: Designer watches, branded fashion wear)
Convenience (EG: Newspaper, candy, fast food)
Unsought (EG: Insurance, blood donation)
Capital (industrial products that aid in the buyer's production or operations
Materials and parts
Raw materials
Wheat
Lumber
Iron
Cement
Elevators
Buildings
Computers
Organisations, persons, places, ideas
Person marketing
Organisation marketing
Social marketing
Place marketing
Individual Product and Service Decisions
Branding
Packaging
Labeling
Product support services
Product attributes (benefits of products and services)
Quality
Features
Style and design
Performance level
Quality consistency
Quality level
Benefits
Consumer
Seller
Consistency
Quality
Communicate product features
Segmentation
Product line, mix
Line filling
Line stretching
Downward
Upward
Combination of both
Product mix decisions
Product mix length
Product mix width
Brand equity
Brand evaluation
Customer equity
Brand strategy decisions
Brand name selection
Brand sponsorship
Brand position
Brand development
Product benefits
Product beliefs and values
Product attributes
Licensed brand
Private brand
Co-brand
Manufacturer's brand
Brand extensions
Multibrands
Line extensions
New brands
Managing brands has these requirements
Customer-centered building
Continuous brand communication
Brand adults
Marketing Strategies for Service Firms
Nature and Characteristics of a Service
Types of service industries
Private not for profits organisation
Business activities
Government
Inseparability
Variability
Intangibility
Perishability