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- 3 product (service) levels 1. core product benefits: functional features performance perceived value image technology 2. product attributes: brand name design packaging price country of origin staff behavior quality 3. support ...
- after-sales service (AS) key elements 7 + value of experience = integral part! = augmented product (Levitt) crucial to tailor offerings past shift!before: products often failed - maintenance and repairnow: enhanced technology - user training ...
- advantages of the modularity approach (4) reduction of development time and cost:use the same assembly for different product parts reduction of variable costs:economies of scale producing larger amounts reduction of production investments:shared ...
- brand equity 5 categories (for measurement) = differential effect on customer response blind taste cola/pepsi or scoda carspositive or negative impact! Aaker - 5 categories of assets and liabilities 1991 1. brand loyaltybuy time after time 2. brand ...
- brand overview brand equity branding (storytelling) branding decisions brand - no brandprivate label, co-branding, own-brandsingle brand vs multiple brandslocal brand vs global brans
- branding - why storytelling - purpose of branding buying decision = rational & emotional brand = everything people know and feel about the brand why storytelling?continually changing marketcontinually develop your brand!!! common example = NIKE purpose ...
- categories of service (3) people processing customer is part of the servicelocal geographic presence needededucation health food hotelnot globally standardizable (cultures) possession processing object needs to be involved in ...
- Co-branding ingredient branding co-branding joint production or marketingNike and Apple iPod! ingredient branding branding by marketing componentsGoretex water-resistant fiber, Teflon non-stick coating, etc.
- full-service contract 2 dimensions full service = comprehensive bundle of products and/or services, that fully satisfies the needs and wants of a customer related to a specific event or problem (Stremersch 2001) full-service: 2 dimensions ...
- manufacturers own brand problem traditional: manufacturers push through the supply chain now:costumers pull! retailers become much more powerful!! private label quality was bad, now not anymore
- multiple convergent process model NPD (1) Baker an Hart 1999 - parallel processing internal tasks and external tasks must be carried out simultaneously and converge at some junctures→ multiple convergent points - decision-stage ...
- new products - international markets - cutting the ... increased international competition - SPEED shorter PLCsspeed up commercialization timeno more long-range plansreduce times for R&Dreduce time for marketing/sellingas good as necessary - don't over-optimize! ...
- NPD (new product development) 2 main approaches rapid change in customer tastes, technology, and global competition steady stream of new products and services - question marks! 2 possibilities:- acquisition (company, patent, license)- new product ...
- private label retailer (2 pro) manufacturer (2 pros, ... UK 60%southern Europe 10% = seller buys no-name product and sells under private label the retailers perspective (2 main advantages) 1. Own label provides better profit margin 2. Own label strengthen ...
- product - overview we don't only sell the mere product, but the whole experienceeg: Harley Davidson: Harley Owners Group product product mix (depth and width)product levelsproduct differentiation - core, expected, augmented, ...
- product differentiation - different product/service ... Levitt 1986 - 4 levels 1.) core or generic offerwhat is the buyer really buying? - petrol 2.) expected offerwhat is expected with the offer? - toilets 3.) augmented offerextra features - full service ...
- product cannibalization 3 conditions under certain conditions, pro-active cannibalization can be a sound strategy → ensures continual flow of new products→ resist instinct to preserve conditions for successful cannibalization 1. effective ...
- product line pricing cross elasticity different price steps to set between the items within a product line? - difference in costs- difference in perceived customer value necessary to know product price elasticity cross-elasticity positive ...
- product mix width, depth product item = single product product line = several product items product mix = several product lines in one organization product depth = how many product items has any line? product width =how many ...
- product platform/modularity shared (4) NPD (2) = modular approach success factor in many markets = share components and production across product platform companies+ efficiently develop differentiated products+ flexibility and responsiveness+ ...
- service - overview characteristicscategoriesservice quality gapafter-sales servicefull service contracts
- service - overview 25% global merchandise trade = servicegrowing at double-digitsgrowing trendproduct + SERVICE characteristicscategoriesservice quality gapafter-sales servicefull-service contracts
- service characteristics (4) example = Airline intangibility:uncertainty before buying - you only have the ticketmake it tangible send right signals! perishabilitynot storableattempt to estimate demand! heterogeneityrarely the same ...
- service quality gap gap = mismatch of experience and perception what the customer just experienced didn't match what he was expecting good quality = very small or zero gap! expected service quality (before) marketing ...
- stages of family life cycle (9) often used by holiday firms! 1. Bachelor: Young, single, not living at parents house= minor financial burdens, recreation orientated, entertainment outside the house 2. NewlywedYoung couples, no children=better ...
- the product life cycle (PLC) - 4 stages 1. Introduction period of slow salesno profitslarge expenses for product introduction 2. growth rapid market acceptanceincreasing profitsnew competitor enter market because of high profit potentialend ...
- the product life cycle (PLC) - levels whole industryproduct form (technological life cycle)product itemetc. example battle VHS-system
- the product life cycle (PLC) - limitations (3) misleading strategy prescriptions PLC is dependent variable!!! Depends on marketing mixdon't react to PLC - self-fulfilling prophecydeclining? increase marketing support- product improvement- reposition ...
- 4 levels of branding decisions brand vs no brand?no brand = commodities (cement, metals, salt, beef, agricultured products) private label --- co-branding --- manufacturers own brand? Private label = labeled by retailerco-branding ...