1 / 29

Chapter 14 Setting the Product and Branding Strategy by

torrance
Download Presentation

Chapter 14 Setting the Product and Branding Strategy by

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. Chapter 14 Setting the Product and Branding Strategy by

    2. The best way to hold customers is to constantly figure out how to give them more for less. Kotler on Marketing

    3. Chapter Objectives In this chapter, we focus on the following questions: What are the characteristics of products? How can a company build and manage its product mix and product lines? How can a company make better brand decisions? How can packaging and labeling be used as marketing tools?

    4. Components of the Market Offering

    5. Five Product Levels

    6. Consumer-Goods Classification

    7. The Product and the Product Mix Industrial-Goods Classification Materials and parts Farm products Natural products Manufactured materials and parts Component materials Component parts Capital items Installations Equipment

    8. The Product and the Product Mix Supplies and business services Maintenance and repair items Operating supplies Maintenance and repair services Business advisory services

    9. Product Mix

    10. The Product and the Product Mix Line Filling Just-noticeable difference Line Modernization, featuring, and pruning

    11. The Product and the Product Mix Building Brand Identity Brand bonding Brands are not built by advertising but by the brand experience Everyone in the company lives the brand Three ways to carry on internal branding – Employees must Understand Desire, and Deliver on the brand promise

    12. What is a Brand?

    13. The Product and the Product Mix Branding gives the seller several advantages: Brand name makes it easier for the seller to process orders and track down problems Seller’s brand name and trademark provide legal protection of unique product features Branding gives the seller the opportunity to attract a loyal and profitable set of customers. Branding helps the seller segment markets. Strong brands help build corporate image, making it easier to launch new brands and gain acceptance by distributors and consumers.

    14. An Overview of Branding Decisions

    15. Brand Strategies

    16. Good Brand Names:

    17. Labels

    18. Chapter 15 Designing and Managing Services by

    19. Every business is a service business. Does your service put a smile on the customer’s face? Kotler on Marketing

    20. The Nature of Services Government sector Private non-profit sector Business sector Manufacturing sector Service

    21. Categories of Service Mix

    24. Types of Marketing in Service Industries

    25. Service Differentiation

    26. Marketing Strategies for Service Firms Five gaps that cause unsuccessful delivery Gap between consumer expectation and management perception Gap between management perception and service-quality specification Gap between service-quality specification and service delivery Gap between service delivery and external communications Gap between perceived service and expected service

    27. Five determinants of service quality Reliability Responsiveness Assurance Empathy Tangibles Strategic Concept Top-Management Commitment High Standards Self-Service Technologies (SSTS) Marketing Strategies for Service Firms

    28. Service-Quality Model

    29. Service Excellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees & Customers Managing Productivity

    30. Complaint Resolution Hiring Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints

More Related