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8/8/2019 Kotler12 Media

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Chapter Qu estions

What are the c hara c teristi c s of prod uc ts and how c an they b e cl assified?

How c an c ompanies differentiate prod uc ts? How c an a c ompany bu ild and manage its prod uc t mix and prod uc t lines?

How c an c ompanies c om b ine prod uc ts to c reate

strong c o-b rands or ingredient b rands? How c an c ompanies u se pa ck aging, la b e ling, warranties, and gu arantees as mar k eting too ls?


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A t the heart of a great b rand is a great prod uc t


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Prod uc t

A nything that c an b e offered to a mar k et to satisfy a want or need.


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Fig u re 12.1 Components of the M ar k et O ffering


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Fig u re 12.2 Five Prod uc t Leve ls


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Prod uc t C lassifi c ation Sc hemes

Du ra b ility

Use

Tangi b ility


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Du ra b ility and T angi b ility

N ond u ra bl e

goods

S ervi c esDu ra bl egoods


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Cons u mer G oods C lassifi c ation

Convenien c e

Unso u ght

S hopping

S pe c ia lty


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Ind u stria l G oods C lassifi c ation

M ateria ls and parts

Su pp lies/ bu siness servi c esCapita

litems


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Prod uc t Differentiation

Produc t form Feat u res Performan c e Conforman c e Du ra b ilityR e liab ilityR epara b ility

S tyle DesignO rdering ease

DeliveryInsta llation

Cu stomer training

Cu stomer c ons ul tingM aintenan c e


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Du nk in Don u ts Differentiation


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Design Differentiation


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M aintenan c e and R epair


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T he Prod uc t Hierar c hy

N eed fami ly

Prod uc t fami lyProd uc t cl ass

Prod uc t line

Prod uc t type

Item


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Prod uc t S ystems and M ixes

Produc t system Produc t mix

Produc t assortment DepthLength

Width Consisten c y


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Prod uc t Line Ana lysis

Convenien c e

items

Core prod uc t S tap les

S pe c ia lties


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Fig u re 12.3 Prod uc t-Item Contri bu tions to a Prod uc t Lines T ota l S a les and Profits


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Fig u re 12.4 Prod uc t M ap


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Line S tret c hing

Down- M ar k et S tret c h

Up- M ar k et S tret c h

Two-Way

Stret

ch


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Line Filling


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Prod uc t-M ix Pri c ing

Produc t-line pric ingO ptiona l-feat u re pric ing

Captive-prod uc t pric ingT wo-part pric ing

By-prod uc t pric ing

Produc

t-bu

ndling

pri

cing


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Prod uc t Line Pri c ing


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T wo-Part Pri c ing


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Co- b randing


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Ingredient Branding


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Pa ck aging: T he 5 th P

All the a c tivities of designing and prod uc ingthe c ontainer for a prod uc t.


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Pa ck aging has b een inf lu en c ed b y

S e lf-servi c e

Cons u mer aff lu en c e

Company/ b rand image

Innovation opport u nity


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Innovations in Pa ck aging


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Fu nc tions of La b e ls

Identifies

G rades

Des c rib es

Promotes


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Warranties and Gu arantees


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M ar k eting De b ate

With prod uc ts, is it form or f u nc tion?

Ta k e a position:1. Prod uc t f u nc tiona lity is the k ey to b rands ucc ess.2. Prod uc t design is the k ey to b rand s ucc ess.


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M ar k eting Dis cu ssion

Consider the different meansof differentiating prod uc ts andservi c es. Whi c h ones have themost impa c t on you r c hoi c es?

Why?

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