Emarketing Ch 9

8/10/2019 Emarketing Ch 9

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Chapter 9: Product- The Online Ofer


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Ty p e s o P ro d u c t sThe classication o products is essential to

business because it provides one o the actors

or determining the strategies needed to move

them through the marketing system The t!o

ma"or classes are #$% business products and #$$%

consumer products


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$$ Consumer ProductsConsumer products are products purchased or

personal( amily( or household use They are oten

grouped into our subcategories on the basis o

consumer buying habits:

*% Convenience products

+% 4hopping products

/% 4pecialty products

2% 'nsought products


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Consumer Products


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Product 1i) 6 Product 7ine

Product Mix: ,ll the products a given

company produces orm the product mi)

Product Line : , product line !ould be a

group o these products associated by

category #or unction% , company could

have one line or several lines( but all the

products !ithin this line or lines !ould

orm the Product 1i)


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Product 7ine 8epth 6 Product 1i) idth

Product Line Depth: the number o

products items in a specic product line

Product Mix Width: The number o

product lines an organiation ofers


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&roadening 6 8eepening o the Product

, broadening of the product - features

: add ne! eatures to the e)isting eatureso the product in order to e)tend themarket segments to !hich the product istargeted and e)pand sales to a ne! marketsegments

, deepening of the product - features :

make e)isting eatures more detailed orelaborate on e)isting unctionality Personalization of goods, services,communications, and experiences


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&rand .uity Brand euit! is a phrase used in the marketing industry

!hich describes the value o having a !ell-kno!n brandname( based on the idea that the o!ner o a !ell-kno!n

brand name can generate more money rom products !ith

that brand name than rom products !ith a less !ell kno!n

name( as consumers believe that a product !ith a !ell-kno!n

name is better than products !ith less !ell-kno!n names

4ome marketing researchers have concluded that brands are

one of the most valuable assets a compan! has( as

brand e.uity is one o the actors !hich can increase the

nancial value o a brand to the brand o!ner( although not

the only one

ran .u y e n ang e nanc a a ue o a


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ran .u y - e n ang e nanc a a ue o a&rand


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www.ge.com


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"""#cnnsi#com


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1i t= T ' 7 b l


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1icrosot=s Terms o 'se 7abel


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P d t 1i 4t t i t


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Product 1i) 4trategies( cont

$irms "ill select one of the follo"ing strategies,

based on mar%eting ob&ectives, ris% tolerance,resource availabilit!, etc#

'# Discontinuous innovations are ne"-to-the-"orld products#

(# )e"-product lines are ne" products in adi*erent categor! for an existing brandname#

+# dditions to existing product lines#

# .mprovements or revisions of existingproducts#

/# 0epositioned products can be targeted todi*erent mar%ets or promoted for ne" uses#

1 Me too lo"er cost products

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Emarketing Ch 9