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Assignment 2. Marketing Management
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MARKETING CONCEPTS:As Applied in
Productivity Technologies Service Inc.
Jean Daisy C. de Guzman
V60 Marketing ManagementProfessor Bond De Ungria
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A Tell and Show Presentation based on:
Chapter 12 SETTING PRODUCT STRATEGY
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6 KEY CONCEPTS
Products1. Aim to satisfy a want or need2. May be classified into 5 different levels3. Can be classified in a number of ways4. Follow a Hierarchy5. May be supported by Service
Differentiation6. Are subject to Stretching
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What are PRODUCTS?
- anything that can be offered to the market that might satisfy a want, need or demand
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Concept 1
What are PRODUCTS?
- means to an end wherein the end is the satisfaction
of customer needs, wants or demands
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Concept 1
PTSI PRODUCTS
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Example 1
-may also include experiences, events, places, properties, organizations, information and ideas
PEOPLESERVICEPHYSICAL GOODS
The Customer-Value Hierarchy:5 Product Levels
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Concept 2
- Each level adds more customer value to ensure higher customer satisfaction
- Satisfaction:
The Customer-Value Heirarchy:5 Product Levels
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Concept 2
The Customer-Value Hierarchy:5 Product Levels
1- Core Benefit
Efficient way of documenting transactions
2-Generic Product
Computer
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Example 2
The Customer-Value Hierarchy:5 Product Levels
3- Expected Product
Computer with high specifications
4-Augmented Product
Offer Quarterly Maintenance of Computer
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Example 2
The Customer-Value Hierarchy:5 Product Levels
5- Potential Product
Upgrade to a Blade Server
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Example 2
Product Classification: DURABILITY AND TANGIBILITY
-helps determine appropriate marketing-mix strategy
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Concept 3
Product Classification: DURABILITY AND TANGIBILITY
Durable Nondurable Service Goods Goods
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Concept 3
Product Classification: DURABILITY
Durability
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Example 3
Margin
Personal Selling Requirement
Durable Goods
Non-Durable Goods
Product Classification: TANGIBILITY
Quality Control
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Example 3
Margin
Personal Selling Requirement Service
PRODUCT HIERARCHYNeed Family Information
Technology Supplies
Product Family HardwareSoftwareServices
Product Class Database Managers
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Example 4
PRODUCT HIERARCHYProduct Line Servers
Product Type 2-Socket Servers
Item IBM X3650 Server
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Example 4
SERVICE DIFFERENTIATION
- Value added service may be the key to competitive advantage
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Concept 5
• Ordering • Delivery• Return
• Installation• Maintenance and Repair• Customer Consulting
• Customer Training
SERVICE DIFFERENTIATION
Delivery of items that are on stock in 2-3 days
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Example 5
Penalties accepted when fails to comply with SLA
Highly trained staff
PRODUCT-LINE LENGTH: LINE STRETCHING
• Down-Market
• Up-Market
• Two-way
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Concept 6
PTSI’s TWO-WAY STRETCH
Specializing in Virtual Technology
Offering Clone Computers to the market
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Example 6
6 KEY CONCEPTS
Products1. Aim to satisfy a want or need2. May be classified into 5 different levels3. Can be classified in a number of ways4. Follow a Hierarchy5. May be supported by Service
Differentiation6. Are subject to Stretching
www.jeandeguzman.blogspot.com
MARKETING CONCEPTS:As Applied in
Productivity Technologies Service Inc.
Jean Daisy C. de Guzman
V60 Marketing ManagementProfessor Bond De Ungria
www.jeandeguzman.blogspot.com
