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12-1 Chapter Questions How can products be classified? How can companies differentiate products? How can a company build and manage its product mix and product lines? How can companies use packaging, labeling, warranties, and guarantees as marketing tools?
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12-2 Products
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12-3 Durability and Tangibility Durable goods Services Non-durable goods
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12-4
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12-5 Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance
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12-6 Design Differentiation
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12-7 Design Differentiation
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12-8 Maintenance and Repair
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12-9 Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch
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12-10 Line Filling
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12-11 Proctor & Gamble
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12-12 Packaging: The 5 th P? All the activities of designing and producing the container for a product.
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12-13 Packaging is influenced by… Self-service Consumer affluence Company/brand image Innovation opportunity
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12-14 Innovative Packaging
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12-15 Innovative Packaging?
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12-16 Innovative Packaging?
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12-17 Functions of Labels Identifies Grades Describes Promotes
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12-18 Identifies?
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12-19 Identifies?
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12-20 Grades?
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12-21 Warranties and Guarantees
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12-22 Example 2004 Hyundai Accent GT Hatchback © Robert C. Bowden Two things might tilt a frugal buyer toward the 2004 Hyundai Accent GT and away from similarly priced competitors: the longest warranty on any subcompact car, and standard side air bags. No competitor offers these and both are invaluable to buyers…. Bottom line: If you only have $10,000 to spend on a new car, the 2004 Hyundai Accent deserves serious consideration. If you can find better transportation value with four wheels and a roof, buy it.
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12-23 Marketing Discussion How could a competitor best differentiate itself from Toyota?
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