1. 8

2. APPLE: THE WORLD-CLASS NEW-PRODUCT MACHINE
Apple’s Innovation Machine

3. Product Services Ideas
WHAT ARE PRODUCTS AND SERVICES? GOODS, SERVICES, AND IDEAS
Product
Services
Ideas
10-3

4. WORLD IS CHANGING
VIRTUAL REALITY

5. How a consumer product is classified affects which products consumers buy and the marketing strategies used
10-5

6. How a consumer product is classified affects which products consumers buy and the marketing strategies used
10-6

7. Business Products WHAT ARE PRODUCTS AND SERVICES? CLASSIFYING PRODUCTS
Raw Materials
Manufactured Materials
Component Parts
Capital Equipment
Accessories
MRO supplies

8. Thousands of Brands and SKUs
PRODUCT PORTFOLIOS
Thousands of Brands and SKUs

9. The degree of “newness” in a new product affects the amount of learning effort consumers exert to use the product
Incremental
Radical
10-9

10. FIGURE 10-3 Seven stages in the new-product process leading to success
10-10

11. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL
Marketing Reasons for New-Product Failures
Insignificant Points of Difference
Not satisfying Customer Needs on Critical Factors
Bad Timing
Too Little Market Attractiveness
Poor Product Quality
Poor Execution of the Marketing Mix
No Economical Access to Buyers
Incomplete Market and Product Protocol
10-11

12. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL
What Were They Thinking? Organizational Problems in New-Product Failure
Not Listening to the “Voice” of the Consumer
Skipping Steps in the New-Product Process
Marketing a Poorly Conceived Product Too Quickly
“Groupthink” in Task Force & Committee Meetings
Not Learning Lessons From Past Failures
10-12

14. 9

15. FIGURE How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions
Examples?
11-15

16. FIGURE 11-3 Alternative product life cycle curves based on product types
11-16

17. ROLE OF A PRODUCT MANAGER
Product Modification
Product Bundling
New Characteristics
Market Modification
Finding New Customers
Increasing a Product’s Use
11-17

18. ROLE OF A PRODUCT MANAGER
Product Modification
Product Bundling
New Characteristics
Market Modification
Finding New Customers
Increasing a Product’s Use
11-18

19. BRANDING AND BRAND MANAGEMENT BRAND EQUITY

20. BRANDING AND BRAND MANAGEMENT BRAND PERSONALITY - ASSOCIATIONS

21. BRANDING AND BRAND MANAGEMENT BRAND AWARENESS
Remind students what they have learned about consumer behavior. When consumers recognize a need, they begin with an internal search, during which they consider any brand they already know. If consumers are not aware of the brand, they simply will not purchase it.
© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

22. BRANDING AND BRAND MANAGEMENT PERCEIVED VALUE
Discussion question
How do organic brands create value for customers?
Consumers report looking for and purchasing more organic products for a variety of reasons, such as concerns about health, the environment, and safety. Organic products often cost more but are perceived as more valuable by some because they mitigate these concerns.
© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. BRANDING AND BRAND MANAGEMENT BRAND LOYALTY
Consumers report looking for and purchasing more organic products for a variety of reasons, such as concerns about health, the environment, and safety. Organic products often cost more but are perceived as more valuable by some because they mitigate these concerns.
© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Valuing Brand Equity BRANDING AND BRAND MANAGEMENT
Provides a Financial Advantage
Brand Licensing
11-24

25. FIGURE 11-7 Alternative branding strategies
11-25

26. Brand Growth Strategies
New Product
Flanker Brand
Franchise Extension
Line Extension

27. Using Packaging to Create Value
How can firms use packaging to create value for customers and the firm?
© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin