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1、Chapter 13,Managing Product Lines, Brands, and Packaging,Objectives,Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling,Components of the Market Offering,Five Product Levels,Buy less frequently Gather product information Fewer purchase loc
2、ations Compare for: Suitability & Quality Price & Style,Special purchase efforts Unique characteristics Brand identification Few purchase locations,New innovations Products consumers dont want to think about. Require much advertising & personal selling,Buy frequently & immediately Low priced Many pu
3、rchase locations Includes: Staple goods Impulse goods Emergency goods,Consumer-Goods Classification,Product Mix,Width - number of different product lines,Length - total number of items within the lines,Depth - number of versions of each product,Product-Line Length,Line Stretching Downmarket Upmarket
4、 Two-way Line Filling Line Modernization Line Featuring & Line Pruning,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above average,Average,Low,Fairfield Inn (Vacationers),Courtyard (Salespeople),Marriott (Middle managers),Marriott Marquis (Top execut
5、ives),What is a Brand?,Brand Equity,No Brand Loyalty (customer will change),Satisfied Customer (no reason to change),Satisfied & Switching Cost,Values the Brand (brand as friend),Devoted to Brand,An Overview of Branding Decisions,Branding Decision,Brand No brand,Brand- Sponsor Decision,Manu- facture
6、r brand Distribu- tor (private) brand Licensed brand,Brand- Name Decision,Individual brand names Blanket family name Separate family names Company- individual names,Brand- Repositioning Decision,Reposi- tioning No reposi- tioning,Brand- Strategy Decision,Line extension Brand extension Multi- brands New brands Cobrands,Brand Strategies,Good Brand Names:,Why Package Crucial as a Marketing Tool,Self-service Consumer affluence Company & brand image Opportunity for innovation,Labels,
