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1. 9 MarketingLamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University Product Concepts CHAPTER 9

2. Learning Outcomes LOI Define the term product Classify consumer products Define the terms product item, product line, and product mix Describe marketing uses of branding LO2 LO3 LO4

3. Learning Outcomes Describe marketing uses of packaging and labeling Discuss global issues in branding and packaging Describe how and why product warranties are important marketing tools LO5 LO6 LO7

4. What Is a Product? LOI Define the term product

5. Product Everything, both favorable and unfavorable, that a person receives in an exchange. • Tangible Good • Service • Idea What Is a Product? LOI

6. Product Price Promotion Place (Distribution) What Is a Product? LOI Product is the starting point ofMarketing Mix

7. Product Good Service Idea REVIEW LEARNING OUTCOME LOI Define the term product

8. Types of Consumer Products LO2 Classify consumer products

9. Business Product A product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to other consumers. Consumer Product A product bought to satisfy an individual’s personal needs or wants Types of Products LO2

10. Products Consumer Products Business Products Convenience Products Shopping Products Specialty Products Unsought Products Types of Consumer Products LO2

11. Increase market share among existing customers Convenience Product A relatively inexpensive item that merits little shopping effort Shopping Product A product that requires comparison shopping, because it is usually more expensive and found in fewer stores Attract new customers to existing products Specialty Product A particular item for which consumers search extensively and are reluctant to accept substitutes Create new products for present markets Market Development Diversification A product unknown to the potential buyer or a known product that the buyer does not actively seek Unsought Product Introduce new products into new markets Types of Consumer Products LO2

12. REVIEW LEARNING OUTCOME LO2 Consumer Products

13. Product Items, Lines, and Mixes LO3 Define the terms product item, product line, and product mix

14. Product Items, Lines, and Mixes Product Item A specific version of a product that can be designated as a distinct offering among an organization’s products. Product Line A group of closely-related product items. Product Mix All products that an organization sells. LO3

15. Campbell’s Product Lines and Mix LO3

16. Benefits of Product Lines Advertising Economies Package Uniformity Standardized Components Efficient Sales andDistribution Equivalent Quality LO3

17. Product MixWidth Product Mix Width LO3 The number of product lines an organization offers. • Diversifies risk • Capitalizes on established reputations

18. Product Line Depth Product Line Depth LO3 The number of product items in a product line. • Attracts buyers with different preferences • Increases sales/profits by further market segmentation • Capitalizes on economies of scale • Evens out seasonal sales patterns

19. Adjustments Adjustments to Product Items,Lines, and Mixes Product Modification ProductRepositioning Product Line Extension or Contraction LO3

20. Types of Product Modifications Quality Modification Functional Modification Style Modification LO3

21. PlannedObsolescence The practice of modifying products so those that have already been sold become obsolete before they actually need replacement. Planned Obsolescence LO3

22. Repositioning Why reposition established brands? Changing Demographics Declining Sales Changes in Social Environment LO3

23. Product Line Extension Adding additional products to an existing product line in order to compete more broadly in the industry. Product Line Extension LO3

24. Symptoms of Product Line Overextension • Some products have low sales or cannibalize sales of other items • Resources are disproportionately allocated to slow-moving products • Items have become obsolete because of new product entries Product Line Contraction LO3

25. REVIEW LEARNING OUTCOMEProduct item, product line, and product mix LO3

26. Branding LO4 Describe marketing uses of branding

27. Brand A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products. Brand LO4

28. Brand Name That part of a brand that can be spoken, including letters, words, and numbers Brand Mark The elements of a brand that cannot be spoken Brand Equity The value of company and brand names GlobalBrand A brand where at least 20 percent of theproduct is sold outside its home country Branding LO4

29. Product Identification Repeat Sales New Product Sales Benefits of Branding LO4

30. Biz Flix LO4 Josie and the Pussycats 30

31. Global North American 1. Apple 1. Apple 2. Google 2. Google 3. IKEA 3. Target 4. Starbucks 4. Starbucks 5. Al Jazeera 5. Pixar Top Five Global and North American Brands LO4 SOURCE: Deborah L. Vence, “Not Taking Care of Business,” Marketing News, March 15, 2005, p. 19.

32. Brand No Brand Manufacturer’s Brand Private Brand IndividualBrand Family Brand Combi-nation IndividualBrand Family Brand Combi-nation Branding Strategies LO4

33. Generic Product Generic Brand LO4 A no-frills, no-brand-name, low-cost product that is simply identified by its product category.

34. Manufacturers’ Brands VersusPrivate Brands LO4 Manufacturers’ Brand The brand name of a manufacturer. Private Brand A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand.

35. Advantages of Manufacturers’ Brands LO4 • Heavy consumer ads by manufacturers • Attract new customers • Enhance dealer’s prestige • Rapid delivery, carry less inventory • If dealer carries poor quality brand, customer may simply switch brands and remain loyal to dealer

36. Advantages of Private Brands LO4 • Earn higher profits on own brand • Less pressure to mark down price • Manufacturer can become a direct competitor or drop a brand/reseller • Ties customer to wholesaler or retailer • Wholesalers and retailers have no control over the intensity of distribution of manufacturers’ brands

37. Individual Brands Versus Family Brands LO4 Individual Brand Using different brand names for different products. Family Brand Marketing several different products under the same brand name.

38. IngredientBranding Types of Cobranding Cooperative Branding Complementary Branding http://www.bose.com Online Cobranding LO4

39. Trademarks A Trademark is the exclusive right to use a brand. LO4 • Many parts of a brand and associated symbols qualify for trademark protection. • Trademark right comes from use rather than registration. • The mark has to be continuously protected. • Rights continue for as long as the mark is used. • Trademark law applies to the online world. TM

40. REVIEW LEARNING OUTCOMEMarketing Uses of Branding LO4

41. Packaging LO5 Describe marketing uses of packaging and labeling

42. Functions of Packaging LO5 Contain and Protect Promote Facilitate Storage, Use, and Convenience Facilitate Recycling http://www.levesquedesign.com/ http://www.design4packaging.com Online

43. Labeling Persuasive Informational • Focuses on promotional theme • Consumer information is secondary • Helps make proper selections • Lowers cognitive dissonance • Includes use/care Online LO5 http://www.fda.gov

44. Universal Product Codes (UPCs) A series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products. Universal Product Codes LO5

45. REVIEW LEARNING OUTCOMEPackaging and Labeling LO5

46. Global Issues in Branding and Packaging LO6 Discuss global issues in branding and packaging

47. One Brand NameEverywhere Global Options for Branding Adaptations & Modifications Different Brand Names in Different Markets Global Issues in Branding LO6

48. Labeling Global Considerations for Packaging Aesthetics Climate Considerations Global Issues in Packaging LO6

49. Branding Choices: 1 name Modify or adapt 1 name Different names in different markets Packaging Considerations: Labeling Aesthetics Climate REVIEW LEARNING OUTCOMEGlobal Issues in Branding and Packaging LO6

50. Product Warranties LO7 Describe how and why product warranties are important marketing tools