二.Product and Service Decisions
二．Product and Service Decisions
1.Individual Product and Service Decisions Product Attributes Branding Packaging Labeling Product Support Services
1. Individual Product and Service Decisions Product Attributes Branding Packaging Labeling Product Support Services
Product and service Attributes Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as: Ability of a Product to Perform Product Quality Its Functions;Includes Level Consistency Product Features Help to Differentiate the Product from Those of the Competition Product Style Process of Designing a Product's Design Style Function
Product Quality Product Features Product Style & Design Ability of a Product to Perform Its Functions; Includes Level & Consistency Help to Differentiate the Product from Those of the Competition Process of Designing a Product’s Style & Function Developing a Product or Service Involves Defining the Benefits that it Will Offer Such as: ① Product and service Attributes
Branding Brand Aname,term,sign,symbol,or design or a combination of these,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
•Brand • A name, term, sign, symbol, or design or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. ② Branding
s ad offers to provide Packaging Activity of designing and producing the container or wrapper for a product. Packaging used to just contain and protect the product. Packing now has promotional value and marketers should: - Establish a packaging concept, Develop specific elements of the package, Tie together elements to support the positioning and marketing strategy
③ Packaging • Activity of designing and producing the container or wrapper for a product. • Packaging used to just contain and protect the product. • Packing now has promotional value and marketers should: – Establish a packaging concept, – Develop specific elements of the package, – Tie together elements to support the positioning and marketing strategy. This business-to-business ad offers to provide ecologically sound packaging. Besides its impact on the environment, what aspects of packaging can help/hinder product sales? How have these products become known by their packaging: •Cracker Jacks? •Capri Sun?