© october 2014. product is anything that can be offered to a market fot attention, acquisition,...
TRANSCRIPT
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Products, Services, & Brands
TRIHADI PUDIAWAN ERHAN - [email protected] -
Universitas Pembangunan JayaProgram Strata Satu
© October 2014
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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.
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Three Level of Product
Core Customer Value
Actual Product
Augmented Product
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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.
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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.
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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.
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Individual Product Decisions
Product Attributes Branding Packaging Labeling
Product Support Services
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Product & Services Attributes
Product & Services
Attributes
Product Features
Product Style & Design
Product Quality
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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) -
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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.
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Packaging
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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
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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
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Branding
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Brand Equity
Differential effect that brand knowledge has on consumer response to the marketing of that brand
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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.
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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
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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.
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© October 2014