Pertemuan 6 Product - pdf.nsc.ac.idpdf.nsc.ac.id/6-Product-20190408033747.pdf · Pertemuan 6 z. z...

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Product

Pertemuan 6

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Product, Services, and BrandsBuilding Customer Value

Developing ProductAnd Managing The Product Life Cycle

• Objective 1 What Is a Product?

• Objective 2 Product and Service Decisions

• Objective 3 Services Marketing

• Objective 4 Branding Strategy: Building Strong Brands

• Objective 1 New Product Development Strategy

• Objective 2 The New Product Development Process

• Objective 3 Product Life-Cycle Strategies

• Objective 4 Additional Product and Service Considerations

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What Is a Product?

Product, Services, and BrandsBuilding Customer Value

Product

Anything that can be offered to

a market for attention,

acquisition, use,

or consumption that might

satisfy a want or need.

Service

An activity, benefit, or

satisfaction offered for sale that

is essentially intangible and

does not result in the ownership

of anything.

Level of Product and Services

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Product and Service Decisions

Marketers make product and

service decisions at three

levels: individual product

decisions, product line

decisions, and product mix

decisions

Product, Services, and BrandsBuilding Customer Value Individual Product Decisions

Brand

A name, term, sign, symbol, or design, or a combination of these, that

identifies the products or services of one seller or group of sellers and

differentiates them from those of competitors.

Packaging

The activities of designing and producing the container or wrapper for

a product.

Labeling and logos

Labels and brand logos can support the brand’s positioning and add

personality to the brand

Product Support Services

Customer service is another element of product strategy. A

company’s offer usually includes some support services, which can

be a minor part or a major part of the total offering

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Services Marketing

Product, Services, and BrandsBuilding Customer Value

Four Service Characteristics

Three Types of Services Marketing

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Branding Strategy: Building Strong Brands

Product, Services, and BrandsBuilding Customer Value

Major Brand Strategy Decisions

Brand Development Strategies

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New Product Development Strategy

The development of original products, product improvements, product modifications,

and new brands through the firm’s own product development efforts.

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Life C

ycle

A firm can obtain new products in two ways. One is through acquisition—by

buying a whole company, a patent, or a license to produce someone else’s

product. The other is through the firm’s own new product development efforts

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The New Product Development ProcessD

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Life C

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Major Stages in New Product Development

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Product Life-Cycle StrategiesD

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Life C

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The course of a product’s sales and profits over its lifetime.

Sales and Profits over the Product’s Life from Inception to Decline

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Life C

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Thank You

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