1. Basic Marketing – Chapter 09 Supplementary PowerPoint Archive This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides. See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions. For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw- Hill/Irwin, The McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

2. iRobot opening photo 9-2

3. Exhibit 9-1: Product Decisions for Marketing Strategy Planning 9-3

4. MotoRokr Z6 ad 9-4

5. Exhibit 9-2: Examples of Possible Blends of Physical Goods and Services in a Product 9-5

6. Prudential Financial 9-6

7. VIFS ad 9-7

8. Tostitos ad 9-8

9. HON ad 9-9

10. Exhibit 9-3: Recognized Trademarks and Symbols Help in Promotion 9-10

11. Dove shampoo ad 9-11

12. DOW ad 9-12

13. Exhibit 9-4: Characteristics of a Good Brand Name 9-13

14. Chiquita and Del Monte ads 9-14

15. General Mills, Cascadian Farm, and Food Lion cereals photo 9-15

16. Lancome’s Hypnose ad 9-16

17. Grillero product photo 9-17

18. Exhibit 9-5: Some Ways Packaging Benefits Consumers and Marketers 9-18

19. Waterpik package photo 9-19

20. Stonyfield Farm website 9-20

21. Pringles nutrition label Photo 9-21

22. Excedrin and LensCrafters ads 9-22

23. Exhibit 9-6: Consumer Product Classes and Marketing Mix Planning 9-23

24. Joint Juice ad 9-24

25. Bosch ad 9-25

26. Bush’s Best consumer ad 9-26

27. Bush’s Best business ad 9-27

28. Exhibit 9-7: Business Product Classes and Marketing Mix Planning 9-28

29. PerkinElmer ad 9-29

30. Grant Thornton ad 9-30

31. Segway photo 9-31

32. Differences in Goods and Services Tangibility When produced relative to when consumed Balancing supply and demand Contact with customer by producer of product Where produced (storing and transporting ) Differences 9-32

33. GM OnStar ad 9-33

34. Product Line Decisions  Individual Product  a particular product within a product line  a stock keeping unit (sku)  Product Line  set of individual products that are closely related  depth and breadth  breadth implies number of product lines  depth concerns choice within product lines  Product Assortment  the set of all product lines and individual products that a firm sells 9-34

35. Allen Edmonds and 3M ads 9-35

36. Conditions Favorable to Branding  Product easy to identify by brand  Consistent quality can be maintained  Widespread availability is possible  Strong demand enables price to be high enough to support branding  Economies of scale are possible  Favorable shelf locations can be obtained 9-36

37. Levels of Brand Familiarity  Brand Rejection  Brand Nonrecognition  Brand Recognition  Brand Preference  Brand Insistence 9-37

38. Johnson & Johnson baby wash ad 9-38

39. Branding Decisions  What kind of brand to use?  Individual Brand  Family Brand  Licensed Brand  No brand at all (generic products)  Who does the branding?  Manufacturer Brand  Dealer Brand 9-39

40. Per Capita Consumption of Paper and Board (Packaging) 700 670 491 347 88 22 98 U.S.Japan W. Europe E. Europe ChinaWorld Pounds per person Consumers in the U.S. like the convenience of disposable packaging and small serving sizes, but some critics argue that it is wasteful and bad for the environment. 9-40

41. Crunch’n Munch nutrition label photo 9-41

42. Warranties  Warranty: what the seller promises about its product  May be limited, full, extended (or none)  Regulated by the Magnuson-Moss Act (1975)  producers must provide clearly written warranty if a warranty is offered  warranty does not have to be strong  Federal Trade Commission provides guidelines  must be clear and definite  may not be unfair or deceptive  must be available for inspection before the purchase 9-42

43. Product Classes  Two broad classes  consumer products  business products  Classes help in planning marketing mix needed  Based on how the customer views the product  how consumers think about and shop for products  how business/organizational buyers think about products and how they'll be used 9-43

44. Life Insurance ad 9-44

45. Special Consideration with Business Products  Derived demand  Demand for goods and services is derived from the demand for what firms produce and sell  Demand elasticity faced by whole industry  Tax treatment  Capital item  Expense item 9-45

46. GE Plastics ad with yellow VW Beetle 9-46

47. ADP ad 9-47

48. Relative Quality 9-48

49. Brand Familiarity 9-49

50. Whole Product Lines Must Be Developed Too 9-50