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1、Chapter13 ManagingProductLines Brands andPackaging Objectives ProductCharacteristicsBuilding ManagingtheProductMix ProductLinesBrandDecisionsPackaging Labeling ComponentsoftheMarketOffering FiveProductLevels BuylessfrequentlyGatherproductinformationFewerpurchaselocationsComparefor Suitability Qualit
2、yPrice Style SpecialpurchaseeffortsUniquecharacteristicsBrandidentificationFewpurchaselocations NewinnovationsProductsconsumersdon twanttothinkabout Requiremuchadvertising personalselling Buyfrequently immediatelyLowpricedManypurchaselocationsIncludes StaplegoodsImpulsegoodsEmergencygoods Consumer G
3、oodsClassification ProductMix Width numberofdifferentproductlines Length totalnumberofitemswithinthelines Depth numberofversionsofeachproduct Product LineLength LineStretchingDownmarketUpmarketTwo wayLineFillingLineModernizationLineFeaturing LinePruning Two WayProduct LineStretch MarriottHotels Qual
4、ity Economy Superior Standard Good Price High Aboveaverage Average Low FairfieldInn Vacationers Courtyard Salespeople Marriott Middlemanagers MarriottMarquis Topexecutives WhatisaBrand BrandEquity NoBrandLoyalty customerwillchange SatisfiedCustomer noreasontochange Satisfied SwitchingCost ValuestheB
5、rand brandasfriend DevotedtoBrand AnOverviewofBrandingDecisions BrandingDecision BrandNobrand Brand SponsorDecision Manu facturerbrandDistribu tor private brandLicensedbrand Brand NameDecision IndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany individualnames Brand RepositioningDecision Reposi tioningNoreposi tioning Brand StrategyDecision LineextensionBrandextensionMulti brandsNewbrandsCobrands BrandStrategies GoodBrandNames WhyPackageCrucialasaMarketingTool Self serviceConsumeraffluenceCompany brandimageOpportunityforinnovation Labels
