TAILIEUCHUNG - Lecture Basic Marketing: A global-managerial approach: Chapter 9 - William D. Perreault, E. Jerome McCarthy

In this chapter you will learn: Understand what "product" really means, know the key differences between goods and services, know the differences among the various consumer and business product classes, understand how the product classes can help a marketing manager plan marketing strategies,. | Chapter 9: Elements of Product Planning for Goods and Services When you finish this chapter, you should 9-2 Chapter 9 Objectives 1. Understand what “Product” really means. 2. Know the key differences between goods and services. 3. Know the differences among the various consumer and business product classes. 4. Understand how the product classes can help a marketing manager plan marketing strategies. 5. Understand what branding is and how to use it in strategy planning. 6. Understand the importance of packaging in strategy planning. 7. Understand the role of warranties in strategy planning 8. Understand the important new terms. Place Product Price Promotion Brand Type of Brand: Individual or family Manufacturer or dealer Product Idea Physical good/service Features Quality level Accessories Installation Instructions Product line Warranty None, full, or limited Package Protection, Promotion, or both Target Market 9-3 Exhibit 9-1 Defining “Product” Defining “Product”: Key Terms and Ideas Product. Product means the need-satisfying offering of a firm. This definition is important because it reminds managers to focus on consumers and not on the technical and managerial details involved in producing products. Quality. From a marketing perspective, quality means a product’s ability to satisfy a customer’s needs or requirements. Quality may be absolute or relative, but in all cases the customer’s expectations for quality in a given product forms the basis for determining how to achieve customer satisfaction. Goods/Services. A product can be a physical good or an intangible service, or it can be a blend of both. Discussion Note: Consumers are increasingly demanding more services with the goods they buy. For example, in the personal computer business successful companies offer reliable equipment coupled with extensive, free technical telephone support services. Both together are the product the customer buys. Differences Between Goods and Services. Since both are products,

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
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• Global managerial approach
• Product planning
• Micro marketing
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• Marketing’s changing role
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• Marketing strategy
• Four Ps of the Marketing Mix
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