Core Concepts of Marketing
INTRODUCINGAND MANAGING THE PRODUCT LEARNINGOBJECTIVES Afterreadingthischapter,you shou,d beableto: Lookatthe meaningoftheterm" ...
152 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT moresportydesigns,andmoreenvironmentallyfriendlyengines-includinga "hybrid" car t ...
DEFININGTHEPRODUCT 153 Fora manufacturerlikeKraftFoods,theirmacaroni-and-cheesedinnerreflectsa food productcontainingGertainingr ...
154 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT LEVELSOFTHEPRODUCT PROMISEDPRODUCT HOLDS VALUE TRADE-IN --AUGMENTEDPRODUCT \ - ...
CLASSIFICATIONOF PRODUCTS 155 ConsumerGoodsandIndustrialGoods Thetraditionalclassificationofproductsis todichotomizeallproductsa ...
156 CHAPTER 7 INTRODUCINGAND,MANAGINGTHEPRODUCT toanotherhairsalon.Itisgenerallydesirablefora marketertoliftherproductfromthe sh ...
CLASSIFICATIONOFPRODUCTS 157 Goods VersusServices Sugge:;tingthattherearesubstantialdifferencesbetween goodsproductsandservicepr ...
158 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT SimultaneousProductionandConsumption Serviceproductsarecharacterizedas thosethata ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 159 Whilethisdiscussionimpliesthatserviceproductsaremarketeddifferentlythangoods products, ...
160 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT aimingatsuburbanitesandwomenfarmers.Theyhaveintroduceda seriesofredesigned lawnan ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 161 Maturity:thepe~iodduringwhich competitionbecomesserious. Towardsthe end ofthis period ...
162 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT ofa productthathassuccessfullyengagedinthis strategy.Minortastechangesandfor- mul ...
PRODUCT PLANNINGANDSTRATEGYFORMULATION 163 ages.Commonusesofpackagingincludeprotection,t:ontainment,communication,andutil- ity/e ...
164 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT First,astrictmanufacturer'sbrandingpolicycanbefollowed.Thiswouldmeanthat theprodu ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 165 theproductwillbereturnedbyonlya fewpeople.Extensiveresearchshouldsup- portthisdecision ...
166 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT doestheproduct oc cupyin its market?), a rank(howdoes theproduct fareagainstitsco ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 167 a productdecisioncouldcreateconflictwithinthechannelofdistribution.Inthecomputer examp ...
168 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT ProductDeletion Eventuallya productreachesthe endofitslife. Thi sistheleast under ...
PRODUCTPLANNINGANDSTRATEGYFORMULATION 169 INTEGRATED MARKETING7. PUTTINGLEVI'SBACKINTHESADDLE LeviStraus&Co.isoptingfora new ...
170 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT TheConsumer'sViewpoint Therearea varietyofwaysthatproducts canbeclas- sifiedasnew ...
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