MarketingManagement.pdf

186 CHAPTER10 MANAGINGPRODUCTLINES ANDBRANDS wheat) or natural products(e.g., lumber).Farm products are sold through intermediar ...

Brand Decisions 187 After performing these two analyses, the product-line manager is ready to consider decisions on product-line ...

188 CHAPTER10 MANAGINGPRODUCTLINES ANDBRANDS What Is a Brand? Perhaps the most distinctive skill of professional marketers is th ...

Brand Decisions 189 Brand Equity Brands vary in the amount of power and value they have in the marketplace. At one extreme are b ...

190 CHAPTER10 MANAGINGPRODUCTLINES ANDBRANDS including salt, oranges, nuts and bolts, and a growing number of fresh food product ...

Brand Decisions 191 Why do middlemen sponsor their own brands? First, these brands are more prof- itable, since they are produce ...

192 CHAPTER10 MANAGINGPRODUCTLINES ANDBRANDS Once a company decides on its brand-name strategy, it must choose a specific brand ...

Brand Decisions 193 and shredded wheat are now in the public domain and are available for any manufac- turer to use. Given the r ...

194 CHAPTER10 MANAGINGPRODUCTLINES ANDBRANDS Brand-extension strategy offers many of the same advantages as line exten- sions—bu ...

Packaging and Labeling 195 ing itself the Uncola and positioning itself as a youthful and refreshing drink, the one to reach for ...

196 CHAPTER10 MANAGINGPRODUCTLINES ANDBRANDS aged products on ordinary shelves, which saves expensive refrigerator space. The fi ...

Notes 197 stretching or line filling, by featuring certain products, and by pruning to eliminate some products. Branding is a ma ...

See Kim Robertson, “Strategically Desirable Brand Name Characteristics,”Journal of Consumer Marketing,Fall 1989, pp. 61–70. Rob ...

M arketing theory and practice developed initially in connection with physical products such as toothpaste, cars, and steel. Yet ...

200 CHAPTER11 DESIGNING ANDMANAGINGSERVICES Aserviceis any act or performance that one party can offer to another that is essent ...

The Nature of Services 201 see the exact results before the purchase, just as the patient in the psychiatrist’s office cannot kn ...

202 CHAPTER11 DESIGNING ANDMANAGINGSERVICES Perishability Services cannot be stored; once an airplane takes off or a movie start ...

Marketing Strategies for Service Firms 203 and observable style of handling customers that embodies its intended customer value ...

204 CHAPTER11 DESIGNING ANDMANAGINGSERVICES confidence?),^14 service providers must deliver services that are “high touch” as we ...

Marketing Strategies for Service Firms 205 price competition since deregulation. In a deregulated environment, the continued exp ...