Essay on MKT 304 Section 02 Class 10 Products Course Website Post 2

Submitted By Casey-Nguyen
Words: 346
Pages: 2

Product, Services, and
Brands

Today’s Agenda
• Announcements
• Chapter 8

Apr. 29, 2015

Marketing Strategy
Target market
+
Marketing mix

What is a product? Anything in the marketplace that can satisfy a need or want

Intangible
Variable
Services (vs. Goods):
Inseparable
Perishable

Service-dominant

6
Good-dominant

Levels of Products and
Services

Product and Service
Classifications

Convenience Products
Shopping Products
Specialty Products
Unsought Products

Materials and Parts
Capital Items
Supplies and Services

• Organizational marketing • Person marketing • Place marketing • Idea – social marketing Product and Service
Decisions
• Product Attributes:
– Quality
– Features
– Style and Design

• Packaging
• Labeling
• Product Support Services

Product Attributes

What roles/functions does

packaging

play in marketing?
...for manufacturers?
...for retailers?
...for consumers?

Example….

Labeling

Example….

Product mix: company’s complete assortment of goods and services

Product line: group of associated items
›either considered similar
›or used together

Line extension: new product added to existing line
(length)

Brand extension: new line added to existing mix
(width)

Product Mix Extensions
(depth)

Not the best brand extensions... In-Class
Activity
In groups of 3-4 people, discuss how this company can improve its product mix.
Should it widen, lengthen, or add depth to its current product mix?

BRANDING

What is a brand?

“Branding is the promises you make...

Your brand comes from

the promises you keep.”

– K. Zhivago, 2004

Branding and Kids…