Chapter 7 - Product Mix Flashcards

1
Q

What is a product and service?

A

Product: anything that can be offered to a market for attention, acquisition, use, or consumption
that might satisfy a want or need (includes flights, BMO investments); tangible, ownership

Services: an activity, benefit, or satisfaction offered for sale that is essentially intangible and
does not result in the ownership of anything

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What are the three levels of products and services?

A
  1. Core customer value: most basic and addresses
    the question “what is the customer really buying?”
  2. Actual Product: the physical device with all its features and associated brand name and packaging
  3. Augmented Product: the additional services and
    benefits that go with it (warranty).
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What are the product and service classifications?

A

I. Consumer Products: products purchased by consumers for their personal use.

Convenience product: a consumer product that customers usually buy frequently, immediately, and with a minimum of comparison and buying effort

Shopping product: less frequently purchased consumer products and services that shoppers compare carefully on suitability, quality, price, and style

Specialty product: a consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort

Unsought product: a consumer product that the consumer either does not know about or knows about but does not normally think of buying

II. Industrial Products: a product bought by individuals ad organizations for further processing or for use in conducting a business

Materials and parts: include raw materials as well as manufactured materials and parts

Capital items: industrial products that aid in the buyer’s production or operations, including installations and accessory equipment.

Supplies and services: Supplies include operating supplies (lubricants, coal, paper, pencils) and repair and maintenance items (paint, nails, brooms)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What are the 5 individual product decisions?

A
  1. Product attributes
  2. Branding
  3. Packaging
  4. Labelling and logos
  5. Product support services
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are product attributes?

A
  1. Product quality (total quality management)
  2. Product features
  3. Product style and design
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are the product line decisions?

A

Product line length: the number of items in the product line

Line stretching: adding products that are higher or lower priced than the existing line

Line filling: adding more items within the present price range

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is a product mix and the 4 decisions?

A

Product mix: all product lines and items

Width: # of product lines
Length: # of in product lines
Depth: # of versions of each product in the line
Consistency: how closely related the product lines are

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What are the 4 service characteristics?

A

Service intangibility: means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.

Service inseparability means that services cannot be separated from their providers, whether the providers are people or machines.

Service variability means that the quality of services depends on who provides them as well as when, where, and how they are provided.

Service perishability means that services cannot be stored for later sale or use.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is the service profit chain and its 5 steps?

A

Service profit chain: which links service firm profits with employee and customer satisfaction.

  1. Internal service quality. Superior employee selection and training, a quality work environment, and strong support for those dealing with customers, which results in
  2. Satisfied and productive service employees. More satisfied, loyal, and hardworking employees, which results in
  3. Greater service value. More effective and efficient customer value creation, engagement, and service delivery, which results in
  4. Satisfied and loyal customers. Satisfied customers who remain loyal, make repeat purchases, and refer other customers, which results in
  5. Healthy service profits and growth. Superior service firm performance.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are the 3 types of service marketing?

A

Interactive marketing: means that service quality depends heavily on the quality of the buyer–seller interaction during the service encounter.

Internal marketing: means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

External marketing: Company - Customers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What are the 3 major marketing tasks for service companies?

A

Managing service differentiation:
Developing a differentiated offer, delivery, and image

Managing service quality:
Delivering consistently higher quality than the competitors

Managing service productivity:
Training current employees or hiring new ones
Increasing the quantity of service by giving up some quality
Harnessing the power of technology

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What is brand equity?

A

Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service

One measure of equity is the extent to which customers are willing to pay more for the brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is brand value?

A

Brand value is the total financial value of a brand.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What is customer equity?

A

Customer equity is the value of customer relationships that the brand creates.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What are the advantages of strong band equity?

A

High consumer awareness
Strong brand loyalty
Helps when introducing new products
Less susceptible to price competition

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are the 4 branding strategy decision ?

A
  1. Brand positioning
  2. Brand name selection
  3. Brand sponsorship
  4. Brand development
17
Q

What are the three levels of brand positioning?

A
  1. Product attributes (least effective)
  2. Benefits
  3. Beliefs and values (tap into emotions)
18
Q

What are the 6 rules for a good brand name?

A

Suggest something about the product or its benefits
Are easy to pronounce, recognize and remember
Are distinctive
Are extendable
Translate well into other languages
Can be registered and legally protected

19
Q

What are the 4 types of brand sponsorships?

A

Manufacturer brands

Private (store) brands:
- Costly to establish and promote
- Higher profit margins

Licensed brands:
- Name and character licensing has grown

Co-branding:
- Advantages/ disadvantages

20
Q

What are the 4 types of brand development?

A

Line extensions:
- Minor changes to existing products

Brand extensions:
- Successful brand names help introduce new products

Multibrands:
- Multiple product entries in a product category

New brands:
- New product category

Remember the brand development image

                 Existing                New Existing    Line extension   Brand extension New         Multibrands       New Brands
21
Q

What are the advantages and disadvantages of Line extension?

A

Advantages:
- low-cost, low-risk way to introduce new products
- Meet customer desires for variety
- utilize excess capacity
- command more shelf space from resellers

Disadvantages:
- lose its specific meaning
- cause consumer confusion or frustration
- sales of an extension may come at the expense of other items in the line (cannibalization).

22
Q

What are the advantages and disadvantages of Brand extension?

A

Advantages:
- instant recognition and faster acceptance
- saving the high advertising costs usually required to build a new brand name

Disadvantages:
- May confuse the image of the main brand
- If a brand extension fails, it may harm consumer attitudes toward the other products carrying the same brand name
- A brand name may not be appropriate to a particular new product

23
Q

What are the advantages and disadvantages of Multibrands?

A

Advantages:
- establish different features and appeal to different buying motives
- allow a company to lock up more reseller “shelf space”

Disadvantages:
- each brand may obtain only a small market share, and none may be very profitable – marketing resources are limited!

24
Q

What are the advantages and disadvantages of New Brands?

A

Advantages:
- No effect from existing bad brand

Disadvantages:
- can result in a company spreading its resources too thin

25
Q

What are the 4 steps in managing a brand?

A

1.Communicate the brand’s positioning

2.Manage all brand touch points

3.Train employees to be customer centered

4.Audit the brand’s strengths and weaknesses