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INTRODUCTION TO MARKETING
CHAPTER 8 & 9: Products, Services & Brands: Building Customer Value
Developing New Products & Managing the Product Life Cycle
Learning Objectives
What’s product &
service?
Major classifications of
products and services
- Consumer products
- Industrial products
Definition
Product lines, and
product mixes decision
Product Life-Cycle
Strategies
Four characteristics that
affect the marketing of
services
Service marketing
Identify
The various roles that
brands play in the lives
of organisations and
consumers
Branding strategies and
brand names
Distinguish between the
concepts of ‘product’
and ‘brand’, brand equity
& brand narrative
Discuss
MSc. Uyen H. Nguyen
Product Service
is anything that can be offered in a
market for attention, acquisition, use, or
consumption that might satisfy a need or
want.
Is an activity, benefit, or satisfaction
offered for sale that is essentially
intangible and does not result in the
ownership of anything.
Products and services are becoming more commoditized.
5
∎Market offerings include both tangible goods and services.
∎Companies create and manage customer experiences with their
brands or companies.
□To differentiate their offers from that of the competitors
MSc. Uyen H. Nguyen
Three levels of product
MSc. Uyen H. Nguyen
MSc. Uyen H. Nguyen Copyright © 2018 Pearson Education Ltd. All Rights Reserved.
Product and Service Classifications
Consumer products
Industrial products
Consumer products are products and services bought by final consumers
for personal consumption
Consumer Products
Convenience Shopping Specialty Unsought
are consumer products
and services that the
customer usually buys
frequently, immediately,
and with a minimum
comparison and buying
effort.
are less frequently
purchased consumer
products and services that
the customer compares
carefully on suitability,
quality, price, and style.
are consumer products
and services with unique
characteristics or brand
identification for which a
significant group of buyers
is willing to make a special
purchase effort.
are consumer products
that the consumer does
not know about or knows
about but does not
normally think of buying.
MSc. Uyen H. Nguyen Copyright © 2018 Pearson Education Ltd. All Rights Reserved.
Marketing Considerations for Consumer Products
Convenience Shopping Specialty Unsought
Group
Industrial products
are those products purchased for further
processing or for use in conducting a business,
including: 11
Materials &
parts Capital items Supplies &
services
include raw materials
and manufactured
materials and parts.
are industrial products
that aid in the buyer’s
production or
operations.
include operating
supplies, repair and
maintenance items,
and business services.
MSc. Uyen H. Nguyen
7 -12
Copyright © 2017 Pearson Education, Ltd.
Other Market Offerings
Organizations Persons
Places Ideas
Social marketing
The use of traditional business
marketing concepts and tools to
encourage behaviors that will
