TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 10 – Kerin, Hartley, Rudelius

Chapter 10: Managing successful products, services, and brands. In this chapter, you learned to: Explain the product life-cycle concept; identify the ways that marketing executives manage a product’s life cycle; recognize the importance of branding and alternative branding strategies; describe the role of packaging, labeling, and warranties in the marketing of a product. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Explain the product life-cycle concept. LO1 Identify the ways that marketing executives manage a product’s life cycle. Recognize the importance of branding and alternative branding strategies. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 10, YOU SHOULD BE ABLE TO: 10- LO4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 10, YOU SHOULD BE ABLE TO: Recognize how the 4 Ps framework is expanded in the marketing of services. LO5 Describe the role of packaging, labeling, and warranties in the marketing of a product. 10- GATORADE: BRINGING SCIENCE TO SWEAT 10- FIGURE 10-1 How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions 10- FIGURE 10-1A Stages of the product life cycle and its total industry sales and total industry profit 10- FIGURE 10-1B How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions 10- CHARTING THE PRODUCT LIFE CYCLE INTRODUCTION STAGE LO1 Product Life Cycle Primary Demand Selective Demand Skimming Strategy Penetration Pricing Stimulate Trial 10- FIGURE 10-2 Product life cycle for the stand-alone fax machine for business use: 1970-2014 10- CHARTING THE PRODUCT LIFE CYCLE GROWTH STAGE LO1 Rapid Sales Growth Repeat Purchasers New Features Broad Distribution More Competitors 10- CHARTING THE PRODUCT LIFE CYCLE MATURITY STAGE LO1 Product Differentiation Fewer Competitors Industry/Product Sales Slow Profit Declines 10- CHARTING THE PRODUCT LIFE CYCLE DECLINE STAGE LO1 Environmental Changes Industry/Product Sales Drop Deletion Harvesting 10- MARKETING MATTERS Will E-Mail Spell Extinction for Fax Machines? LO1 10- CHARTING THE PRODUCT LIFE CYCLE FOUR ASPECTS LO1 Length of the Product Life Cycle Shape of the Product Life Cycle Generalized Life Cycle .

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Managing successful products
• Product life cycle
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing