TAILIEUCHUNG - Lecture Marketing management: Chapter 12 - Phillip Kotler, Kevin Lane Keller

Chapter 12 - Setting product strategy. In this chapter, we will address the following questions: What are the characteristics of a product, and how do marketers classify products? How can companies differentiate products? Why is product design important and what factors affect a good design? How can a company build and manage its product mix and product lines? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Setting Product Strategy Chapter 12 Discussion Questions What are the characteristics of a product, and how do marketers classify products? How can companies differentiate products? Why is product design important and what factors affect a good design? How can a company build and manage its product mix and product lines? Discussion Questions How can companies combine products to create strong co-brands or ingredient brands? How can companies use packaging, labeling, warranties, and guarantees as marketing tools? Marketing Planning Needs Wants Marketing planning begins by formulating an offering to meet the needs and wants of the target customers. Figure Components of the Market Offering As shown in Figure the customer will judge the offering’s: product features and quality, services mix and quality, and price. Product Characteristics/Classifications Experiences Events Properties .

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