Product, Services, and Branding Strategy

1. Product, Services, and Branding Strategy Marketing : An Introduction An Asian Perspective

4. The Product-Service Continuum Sugar Restaurant University Education Pure Tangible Good Pure Service

5. Levels of a Product Figure 7.1

6. Comparison of the Product Concepts of Full Service vs No Frills or Budget Airlines

8. The Evolving Product Concept in Coffee Marketing Figure 7.3

16. Industrial Products Supplies and Services Operating supplies, repair, and maintenance items Materials and Parts Raw materials, manufactured materials, and parts Capital Items Products that aid in buyer’s production or operations

18. Individual Product Decisions

19. Product and Service Attributes Quality Features Style & Design Performance and Satisfaction Includes Level & Consistency Differentiates a product from the competition; assessed based on value and cost Style = Appearance Design = heart of the product

25. Product Line Decisions Product Line Length Number of Items in the Product Line Stretching Lengthen beyond current range. Can be: Downward Upward Both Directions Filling Lengthen within current range

26. Product Line Stretching

27. Two-Way Stretch Marriott added the Renaissance Hotels line to serve the upper end of the market and the TownePlace Suites line to serve the moderate and lower ends.

29. The Product Mix and Implications for Marketing Strategy Figure 7.6

30. Product Mixes and Product Strategies of Consumer Appliance Companies

32. Major Brand Strategy Decisions

35. Brand Sponsorship Four Options Co-Branding Private Brands Manufacturer’s Brands Licensed Brands

36. Brand Development Strategies Figure 7.9

39. Broadened Scope of Branding- The Branding Hierarchy Figure 7.10

40. Nature and Characteristics of a Service Figure 7.11

41. Three Types of Service Marketing Figure 7.12

43. International Product and Services Marketing Decide Which Products & Services to Introduce Decide How Much to Standardize or Adapt Packaging Presents New Challenges Service Marketers Face Special Challenges Trend Toward Global Service Companies Will Continue