© october 2014. product is anything that can be offered to a market fot attention, acquisition,...
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Products, Services, & Brands
TRIHADI PUDIAWAN ERHAN - [email protected] -
Universitas Pembangunan JayaProgram Strata Satu
© October 2014
Product is anything that can be offered to a market fot attention, acquisition, use, or consumption that might satisfy a want or need.
Service is an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.
Three Level of Product
Core Customer Value
Actual Product
Augmented Product
Product & Services Classification
• Consumer ProductA product bought by final consumers for personal consumption.
• Convinience ProductA consumer product that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Product & Services Classification (cont.)
• Shooping ProductA consumer product that the customer, in the process of selecting and purchasing ussually compares on such attributes as suitability, quality, price, and style.
• Speciality ProductA consumer product with unique characteristic or brand identification for which a significant group of buyers is willing to make special purchase effort.
Product & Services Classification (cont.)
• Unsought ProductA consumer product that the customer either does not know about or knows about but does not normally consider buying.
• Industrial ProductA product bought by individuals and organizations for further processing or for use in conducting a business.
Individual Product Decisions
Product Attributes Branding Packaging Labeling
Product Support Services
Product & Services Attributes
Product & Services
Attributes
Product Features
Product Style & Design
Product Quality
Branding
a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and
services of one seller or group of sellers and to differentiate them from those of competition.”
- American Marketing Association (AMA) -
Packaging & Labeling
• Packaging The activities of designing and producing the container or
wrapper for product
• LabelingA range from simple to complex graphics that are use to indentifies and describe the product, and also promote the brand.
Packaging
Product Support Services
Augmented features of a product that deals mostly on pre-purchase and post-purchase of a product, including:
customer services, after sales service, warranty, delevery and credit, etc
Product Line & Product Mix
• Product Line A group of products that are closely realted becouse 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 The set of all product lines and items that a particular seller offers for sale
Branding
Brand Equity
Differential effect that brand knowledge has on consumer response to the marketing of that brand
Brand Equity
• Differential effect– If no differences occur, then the brand-name
product can essentially be classified as a comodity or a generic version of the product.
Brand Euity
• Brand Knowledge– Those differeces in response are a result of
customers’ knowledge about the brand, that is, what they have learned, felt, seen, and heard about the brand as a result of their experience over time
Brand Equity
• Consumer response to the marketing – Customers’ differential responses, which make up
brand equity, are reflected in perception, preferences, and behaviour related to all aspects of brand marketing.
© October 2014