1. The Product-Service Continuum
Sugar
Restaurant
Education
Pure Tangible Good
Pure Service
Offer another example of a pure service.
Copyright 2007, Prentice-Hall, Inc.

2. Consumer Experiences
Creating / managing customer experiences differentiates offers from each other.
All Bass Pro Shop stores offer hunting and fishing skill clinics. The home store in Springfield, Missouri, has an art gallery, archery and pistol range, wildlife museum, and arcade.
Knot Tying Clinic
Art Gallery Entrance
Copyright 2007, Prentice-Hall, Inc.

3. Figure 7-1 Three Levels of Product
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4. Let’s Talk!
Why might a tropical fish be classified by different consumers as a convenience good, a shopping good, OR a specialty good? Explain.
Copyright 2007, Prentice-Hall, Inc.

5. Place and Person Marketing
Marketing in Action
Place and Person Marketing
A montage of place and person marketing images.
Copyright 2007, Prentice-Hall, Inc.

6. Figure 7-2 Individual Product Decisions
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7. Innovative Packaging Marketing in Action
Dutch Boy’s packaging innovation offers paint in plastic containers with twist-off tops. The paint container is easy to carry, doesn’t need a screwdriver to pry open, doesn’t dribble when poured, and doesn’t take a hammer to bang the lid shut.
Copyright 2007, Prentice-Hall, Inc.

8. Labeling Marketing in Action
As Americans become increasingly concerned about cholesterol, the FDA (Food and Drug Administration) has responded by requiring food manufacturers to list trans fat (i.e., trans fatty acids) on the Nutrition Facts portion of product labels, effective 1/1/06.
Copyright 2007, Prentice-Hall, Inc.

9. Product Line Stretching
Marketing in Action
Product Line Stretching
Marriott offers a full line of hotel brands, each aimed at a different market.
Copyright 2007, Prentice-Hall, Inc.

10. Let’s Talk!
Choose a partner in class and discuss your favorite products.
How could the existing product line be stretched or filled? Explain.
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11. Figure 7-3 Major Brand Strategy Decisions
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12. Let’s Talk!
Boudreaux’s Butt Paste is a real product that is used in the treatment of diaper rash.
Evaluate this brand name against the criteria for a good brand name that were previously discussed.
How does it fare? Explain.
Copyright 2007, Prentice-Hall, Inc.

13. Figure 7-4 Brand Development Strategies
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14. Line Extensions Marketing in Action
Liquid-Plumr Power Jet is the latest offering in the line of Liquid Plumr brand products.
Liquid-plumr.com
Copyright 2007, Prentice-Hall, Inc.

15. Figure 7-5 Four Service Characteristics
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16. Let’s Talk!
How do the service characteristics of intangibility, variability, inseparability, and perishability relate to restaurants?
Explain.
Copyright 2007, Prentice-Hall, Inc.

17. Figure 7-6 Three Types of Service Marketing
Copyright 2007, Prentice-Hall, Inc.