Type
Solution Manual
Book Title
Marketing 5th Edition
ISBN 13
978-0077729028

978-0077729028 Chapter 11 Lecture Note

April 8, 2019
Chapter 11
Product, Branding, and Package Decisions
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Chapter Overview (“Summing Up”)
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Brief Chapter Outline
Complexity and Types of Products
Product Mix and Product Line Decisions
Branding
Branding Strategies
Packaging
Summing Up
End of Chapter Learning Aids
Chapter Case Study: Oprah Winfrey, A Brand Unto Herself
Learning Objectives
LO1 Describe the components of a product.
LO2 Identify the types of consumer products.
LO3 Explain the difference between a product mix’s breadth and a product line’s depth.
LO4 Identify the advantages that brands provide firms and consumers.
LO5 Explain the various components of brand equity.
LO6 Determine the various types of branding strategies used by firms.
LO7 Distinguish between brand extension and line extension.
LO8 Indicate the advantages of a product’s packaging and labeling strategy.
Chapter Overview (“Summing Up”)
LO1 Describe the components of a product.
The product itself is important, but so are its associated services, such as support or financing.
Other elements combine to produce the core ¬customer value of a product: the brand name,
quality level, packaging, and additional features.
LO2 Identify the types of consumer products.
These products tend to be classified into four groups: specialty, shopping, convenience, and
unsought products. Each classification involves a different purchase situation and consumer goal.
LO3 Explain the difference between a product mix’s breadth and a product line’s depth.
Breadth, or variety, entails the number of product lines that a company offers. Depth involves the
number of categories within one specific product line.
LO4 Identify the advantages that brands provide firms and consumers.
Brands play important roles in enabling people to make purchase decisions more easily and
encouraging customer loyalty. For firms specifically, they also constitute valuable assets and
improve a company’s bottom line and help protect against competition.
LO5 Explain the various components of brand equity.
Brand equity summarizes the value that a brand adds, or subtracts, from the offering’s value. It
comprises brand awareness, or how many consumers in the market are familiar with the brand;
brand associations, which are the links consumers make be-tween the brand and its image; and
brand loyalty, which occurs when a consumer will only buy that brand’s offer. Brand equity also
encompasses the concept of perceived value, which is a subjective measure that consumers
develop to assess the costs of obtaining the brand.
LO6 Determine the various types of branding strategies used by firms.
Firms use a variety of strategies to manage their brands. First, they decide whether to ¬offer
manufacturer and/or private-label brands. Second, they have a choice of using an overall
corporate brand or a collection of product line or individual brands. Third, to reach new markets
or extend their current market, they can extend their current brands to new products. Fourth,
firms can co-brand with another brand to create sales and profit synergies for both. Fifth, firms
with strong brands have the opportunity to license their brands to other firms. Finally, as the
marketplace changes, it is often necessary to reposition a brand.
LO7 Distinguish between brand extension and line extension.
Whereas a brand extension uses the same brand name for a new product that gets introduced into
new or the same markets, a line extension is simply an increase of an existing product line by the
brand.
LO8 Indicate the advantages of a product’s packaging and labeling strategy.
Similar to brands, packaging and labels help sell the product and facilitate its use. The primary
package holds the product, and its label provides product information. The secondary package
provides additional consumer information on its label and facilitates transportation and storage
for both retailers and their customers. Labels have become increasingly important to consumers
because they supply important safety, nutritional, and product usage information.
Extended Chapter Outline With Teaching Tips
Complexity Of Products And Types Of Products
Complexity of Products (PPT slide 11-4)
Types of Products (PPT slide 11-5)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-6)
1. Explain the three components of a product.
Answer: Core customer value, actual product, and associated services.
2. What are the four types of consumer products?
Answer: Specialty, shopping, convenience, and unsought.
Product Mix And Product Line Decisions (PPT slide 11-7, 8)
Change Product Mix Breadth (PPT slide 11-9)
Increase Breadth
Decrease Breadth
Change Product Mix Depth (PPT slide 11-10)
Increase Depth
Decrease Depth
Product Line Decisions (PPT slide 11-11)
Product Line Decisions for Services (PPT slide 11-11)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-12)
1. What is the difference between product line breadth versus depth?
Answer: A firm’s product line breadth (sometimes also referred to as variety) represents
2. Why change product line breadth?
Answer: Firms often add new product categories to capture new or evolving markets,
3. Why change product line depth?
Answer: Firms may add items or SKUS to address changing consumer preferences or
preempt competitors while boosting sales. From time to time it is also necessary to delete
Branding (PPT slide 11-13, 14)
Value of Branding for the Customer and the Marketer (PPT slide 11-15)
Brands Facilitate Purchasing
Brands Establish Loyalty
Brands Protect from Competition and Price Competition
Brands Reduce Marketing Costs
Brands Are Assets
Brands Impact Market Value
Brand Equity (PPT slide 11-17)
Brand Awareness (PPT slide 11-17)
Perceived Value (PPT slide 11-18)
Brand Associations (PPT slide 11-19)
Brand Loyalty (PPT slide 11-20)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-21)
1. How do brands create value for the customer and the firm?
Answer: Branding provides a way for a firm to differentiate its product offerings from
2. What are the components of brand equity?
Answer: The components of brand equity are brand awareness, perceived value, brand
associations, and brand loyalty.
Branding Strategies
Brand Ownership (PPT slide 11-22)
Manufacturer Brands (PPT slide 11-22)
Private-Label Brands (PPT slide 11-23)
Exclusive Co-brands (PPT slide 11-24)
Naming Brands and Product Lines (PPT slide 11-25)
Corporate or Family Brands
Corporate and Product Line Brands
Individual Brands
Choosing a Name
Brand Extension (PPT slide 11-26)
Brand Dilution (PPT slide 11-27)
Cobranding (PPT slide 11-28)
Brand Licensing (PPT slide 11-29)
Brand Repositioning (PPT slide 11-30)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-31)
1. What is the difference between manufacturer, private/label, and generic brands?
Answer: Manufacturer brands, also known as national brands, are owned and managed by
the manufacturer, some famous manufacturer brands are Nike, Coca-Cola, KitchenAid,
and Marriott. Private-label brands, also called store brands, house brands, or own brands,
2. What is co-branding?
Answer: Co-branding is the practice of marketing two or more brands together, on the
same package or promotion. Primarily due to credit card companies, such as Visa and
MasterCard, the practice has greatly increased in the past decade. Airlines were among
3. What is the difference between brand extension and line extension?
Answer: Whereas a brand extension uses the same brand name for a new product that
4. What is brand repositioning?
Answer: Brand repositioning refers to a strategy in which marketers change a brand’s
Packaging (PPT slide 11-32)
Product Labeling (PPT slide 11-33)

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