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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
ycle
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
ycle
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Thank You
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