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10-1
MARKETING MANAGEMENT
Shaping the Offerings and
Managing the Lifecycle
Chapter Questions
• What are the characteristics of products, and how can they be classified?
• How can a company build and manage its product mix and product lines?
• How can companies use packaging, labelling, warranties, and guarantees as marketing tools?
•© Copyright 2008 Pearson Education Canada10-2
Chapter Questions
• What are the main stages in developing and managing new products?
• What factors affect the rate of diffusion and consumer adoption of new products?
• What marketing strategies are appropriate at each stage of the product life cycle?
•© Copyright 2008 Pearson Education Canada10-3
Durability and Tangibility
• Nondurable
goods
• Services
• Durable
goods
•© Copyright 2008 Pearson Education Canada10-4
12-5
Line Stretching
Down-Market StretchDown-Market Stretch
Up-Market StretchUp-Market Stretch
Two-Way StretchTwo-Way Stretch
12-6
Line Filling
12-7
Proctor & Gamble
12-8
Packaging: The 5th P?
All the activities of designing and producing
the container for a product.
12-9
Design Differentiation
12-10
Design Differentiation
12-11
Packaging is influenced by…
Self-serviceSelf-service
Consumer affluenceConsumer affluence
Company/brand imageCompany/brand image
Innovation opportunityInnovation opportunity
12-12
Innovative Packaging
12-13
Innovative Packaging?
12-14
Innovative Packaging?
12-15
Functions of Labels
Identifies
Grades
Describes
Promotes
12-16
Identifies?
12-19
Warranties and Guarantees
12-20
Example
2004 Hyundai Accent GT Hatchback© Robert C. Bowden
Two things might tilt a frugal buyer toward the 2004 Hyundai Accent GT and away from
similarly priced competitors: the longest warranty on any subcompact car, and
standard side air bags. No competitor offers these and both are invaluable to buyers….Bottom line: If you only have $10,000 to
spend on a new car, the 2004 Hyundai Accent deserves serious consideration. If
you can find better transportation value with four wheels and a roof, buy it.
10-21
Theories about Life Cycles
• Products have a limited life.
• Product sales pass through distinct stages.
• Profits rise and fall at different stages.
• Products require different marketing,
financial, manufacturing, purchasing, and
human resource strategies in each stage.
10-22
Market Evolution Stages
Emergence Growth
Maturity Decline
10-23
Product Life Cycle
10-24
Product in Decline
Adopter Categorization
•© Copyright 2008 Pearson Education Canada10-25
