• Chapter 8
Apr. 29, 2015
What is a product? Anything in the marketplace that can satisfy a need or want
Services (vs. Goods):
Levels of Products and
Product and Service
Materials and Parts
Supplies and Services
• Organizational marketing • Person marketing • Place marketing • Idea – social marketing Product and Service
• Product Attributes:
– Style and Design
• Product Support Services
What roles/functions does
play in marketing?
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
Brand extension: new line added to existing mix
Product Mix Extensions
Not the best brand extensions... In-Class
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?
What is a brand?
“Branding is the promises you make...
Your brand comes from
the promises you keep.”
– K. Zhivago, 2004
Branding and Kids