Chapter 7 define product and the major classifications of products and services; describe the decisions companies make regarding their individual products and services, product lines, and product mixes; discuss branding strategy – the decisions firms make in building and managing their brands; identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require; discuss two additional product issues: socially responsible product decisions and international product and services marketing. | Chapter Seven Product, Services, and Branding Strategy Define product and the major classifications of products and services. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. Discuss branding strategy – the decisions firms make in building and managing their brands. Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require. Discuss two additional product issues: socially responsible product decisions and international product and services marketing. 7- Copyright 2007, Prentice Hall, Inc. Product Brand name: FIJI Natural Artesian Water. Product source: comes from an underground location in Fiji islands. Key benefits: ultra-clean taste, no impurities or pollutants. Brand image: “The Taste of Paradise” FIJI Water – “The Taste of Paradise” Case Study Promotion It’s a brand experience! Name, packaging, label, celebrity endorsers and . | Chapter Seven Product, Services, and Branding Strategy Define product and the major classifications of products and services. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. Discuss branding strategy – the decisions firms make in building and managing their brands. Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require. Discuss two additional product issues: socially responsible product decisions and international product and services marketing. 7- Copyright 2007, Prentice Hall, Inc. Product Brand name: FIJI Natural Artesian Water. Product source: comes from an underground location in Fiji islands. Key benefits: ultra-clean taste, no impurities or pollutants. Brand image: “The Taste of Paradise” FIJI Water – “The Taste of Paradise” Case Study Promotion It’s a brand experience! Name, packaging, label, celebrity endorsers and places through which it is sold contributes to “Taste of Paradise” imagery. Ads evoke exotic origins: tropical forest, volcanoes. High price charged supports premium appeal. 7- Copyright 2007, Prentice Hall, Inc. What Is a Product? Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Includes: physical objects, services, events, persons, places, organizations, ideas, or some combination thereof. 7- Copyright 2007, Prentice Hall, Inc. What Is a Service? A form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples: banking, hotel, airline, retail, tax preparation, home repairs. 7- Copyright 2007, Prentice Hall, Inc. Market Offerings Continuum ranges from pure tangible goods (with no services) to pure services (with no good component) with many combinations in between. Pure good: Camay .
