Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Marketing: The core (5/e): Chapter 9 – Kerin, Hartley, Rudelius

Chapter 9: Developing new products and services. After reading this chapter you should be able to: Recognize the terms that pertain to products and services, identify the ways to classify consumer and business products, describe four unique elements of services, explain the significance of “newness” and “consumer learning” to new products and services,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Recognize the terms that pertain to products and services. LO1 Identify the ways to classify consumer and business products. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: Describe four unique elements of services. LO4 Explain the significance of “newness” and “consumer learning” to new products and services. 9- Describe the factors affecting the success or failure of a new product or service. Explain the purposes of each step of the new-product process. LO6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO5 9- APPLE’S NEW-PRODUCT INNOVATION MACHINE 9- Apple’s Innovation Machine iCloud: Where the Digital Lifestyle is Heading APPLE’S NEW PRODUCTS 9- Apple Macintosh image courtesy of Wikipedia. WHAT ARE PRODUCTS AND SERVICES? A LOOK AT GOODS, SERVICES, AND IDEAS LO1 Goods Services Nondurable Goods Durable Goods Products Ideas 9- FIGURE 9-A The service continuum shows how offerings can vary in their balance of products and services 9- WHAT ARE PRODUCTS AND SERVICES? CLASSIFYING PRODUCTS LO2 Business Products Consumer Products 9- WHAT ARE PRODUCTS AND SERVICES? CLASSIFYING PRODUCTS LO2 Consumer Products Convenience Products Shopping Products Specialty Products Unsought Products 9- FIGURE 9-1 How a consumer product is classified affects which products consumers buy and the marketing strategies used 9- WHAT ARE PRODUCTS AND SERVICES? CLASSIFYING PRODUCTS LO2 Business Products Components Support Products Derived Demand Supplies Industrial Services Installations Accessory Equipment 9- WHAT ARE PRODUCTS AND SERVICES? CLASSIFYING SERVICES LO2 Delivery by People or Equipment Delivery by Business Firms or Nonprofit Organizations Delivery by Government Agencies 9- FIGURE 9-2 Services can be classified as equipment-based or people-based 9- . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Recognize the terms that pertain to products and services. LO1 Identify the ways to classify consumer and business products. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: Describe four unique elements of services. LO4 Explain the significance of “newness” and “consumer learning” to new products and services. 9- Describe the factors affecting the success or failure of a new product or service. Explain the purposes of each step of the new-product process. LO6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO5 9- APPLE’S NEW-PRODUCT INNOVATION MACHINE 9- Apple’s Innovation Machine iCloud: Where the Digital Lifestyle is Heading APPLE’S NEW PRODUCTS 9- Apple Macintosh image courtesy of Wikipedia. WHAT ARE PRODUCTS AND SERVICES? A LOOK AT GOODS, SERVICES, AND IDEAS LO1 Goods Services Nondurable Goods .