12-1 Chapter Questions How can products be classified? How can companies differentiate products? How can a company build and manage its product mix and product lines? How can companies use packaging, labeling, warranties, and guarantees as marketing tools?
12-2 Products
12-3 Products versus services
12-4 Durability and Tangibility Durable goods Services Non-durable goods
12-5
12-6 Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance
12-7 Design Differentiation
12-8 Design Differentiation
12-9 Maintenance and Repair
12-10 Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch
12-11 Line Filling
12-12 Proctor & Gamble
12-13 Packaging: The 5 th P? All the activities of designing and producing the container for a product.
12-14 Packaging is influenced by… Self-service Consumer affluence Company/brand image Innovation opportunity
12-15 Innovative Packaging
12-16 Innovative Packaging?
12-17 Innovative Packaging?
12-18 Functions of Labels Identifies Grades Describes Promotes
12-19 Identifies?
12-20 Identifies?
12-21 Grades?
12-22 Warranties and Guarantees
12-23 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.
12-24 Marketing Discussion How could a competitor best differentiate itself from Toyota?