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marketing, lecture 8 ass.prof.I.I.Skorobogatykh (Ph.D) 1 Slide 11-2 MANAGING
Содержание
- 1. marketing, lecture 8 ass.prof.I.I.Skorobogatykh (Ph.D) 1 Slide 11-2 MANAGING
- 2. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-5LECTURE QUESTIONS:Product life-cycle
- 3. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-6LECTURE QUESTIONS:Different approaches
- 4. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-7LECTURE QUESTIONS:Different branding
- 5. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)THE PRODUCT LIFE CYCLESlide
- 6. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-78The product life
- 7. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-12 Relationships of
- 8. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)THE PRODUCT LIFE CYCLESlide 11-16Growth Stage Repeat PurchasersMaturity Stage Deletion HarvestingDecline Stage
- 9. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)THE PRODUCT LIFE CYCLESlide
- 10. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-25 Five categories and profiles of product adopters
- 11. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-26 1. Advertising
- 12. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-27 2. How
- 13. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)MANAGING THE PRODUCT LIFE
- 14. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-33 1. What
- 15. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-34 2. Explain
- 16. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)BRANDING AND BRAND MANAGEMENTSlide
- 17. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-79Branding is a
- 18. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-80A brand name
- 19. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-82Brand equity is
- 20. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-38 Customer-based brand equity pyramid
- 21. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)BRANDING AND BRAND MANAGEMENTSlide
- 22. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-40 Four criteria for picking a good brand name
- 23. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-41 Alternative branding strategies
- 24. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-83Multiproduct branding is
- 25. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-84Multibranding involves giving each product a distinct name .Multibranding
- 26. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)BRANDING AND BRAND MANAGEMENTSlide
- 27. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)CREATING CUSTOMER VALUE THROUGH PACKAGING AND LABELINGSlide 11-46PackagingCommunication BenefitsFunctional BenefitsPerceptual Benefits Label
- 28. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-85Packaging is any
- 29. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)MANAGING THE MARKETING OF SERVICESSlide 11-49 ExclusivityProduct (Service) Branding Capacity Management
- 30. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-86Capacity management involves
- 31. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)MANAGING THE MARKETING OF SERVICESSlide 11-50Pricing Off-Peak PricingPlace (Distribution)Promotion
- 32. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-87Off-peak pricing consists
- 33. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-51 1. What
- 34. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-52 2. Explain
- 35. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-53 3. How
- 36. marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-81A brand personality
- 37. Скачать презентанцию
marketing, lecture 8ass.prof.I.I.Skorobogatykh (Ph.D)Slide 11-5LECTURE QUESTIONS:Product life-cycle (PLC) concept and marketing strategy related to each stage of PLCDifference in product life cycles for various products and their implications for marketing
Слайды и текст этой презентации
Слайд 1marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-2
MANAGING PRODUCTS, SERVICES, AND BRANDS
CHAPTER
Associate professor
of Plekhanov REA marketing department
Слайд 2marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-5
LECTURE QUESTIONS:
Product life-cycle (PLC) concept and
marketing strategy related to each stage of PLC
Difference in
product life cycles for various products and their implications for marketing decisions.
Слайд 3marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-6
LECTURE QUESTIONS:
Different approaches to managing a
product’s life cycle.
Elements of brand personality and brand equity
and the criteria for the good brand name.
Слайд 4marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-7
LECTURE QUESTIONS:
Different branding strategies employed by
companies.
Role of packaging and labeling in the marketing of a
product.
Слайд 5marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
THE PRODUCT LIFE CYCLE
Slide 11-11
Product Life Cycle
Primary Demand
Introduction Stage
Selective Demand
Skimming Pricing
Penetration Pricing
Слайд 6marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-78
The product life cycle describes the
stages a new product goes through in the marketplace: introduction,
growth, maturity, and decline.Product Life Cycle
Слайд 7marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-12
Relationships of stages of the
PLC and firm’s marketing objectives and marketing mix actions
Слайд 8marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
THE PRODUCT LIFE CYCLE
Slide 11-16
Growth Stage
Repeat
Purchasers
Maturity Stage
Deletion
Harvesting
Decline Stage
Слайд 9marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
THE PRODUCT LIFE CYCLE
Slide 11-24
The Life
Cycle and Consumers
Some Dimensions of the
Product Life Cycle
Diffusion of
Innovation
Слайд 10marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-25
Five categories and profiles of
product adopters
Слайд 11marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-26
1. Advertising plays a major
role in the ___________ stage of the product life cycle
and _____________ plays a major role in maturity.introductory
sales promotion
Concept Check
Слайд 12marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-27
2. How do high-learning and
low-learning
products differ?
A: A high-learning product requires significant customer education and
there
is an extended introductory period.
A low-learning product requires little customer education because the benefits of purchase are readily understood, resulting in immediate sales.Concept Check
Слайд 13marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
MANAGING THE
PRODUCT LIFE CYCLE
Slide 11-28
Modifying the Product
Product Modification
Finding New Users
Modifying the Market
Market Modification
Increasing
Use Creating New Use Situations
Слайд 14marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-33
1. What does “creating new
use situations” mean in managing a product’s life cycle?
A: Finding
new uses for an existing product.Concept Check
Слайд 15marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-34
2. Explain the difference between
trading up and trading down in repositioning.
A: Trading up involves
adding value to the product (or line) through additional features or higher-quality materials. Trading down involves reducing the number of features, quality, and price, or downsizing—reducing the content of packages without changing package size and maintaining or increasing the package price.Concept Check
Слайд 16marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
BRANDING AND
BRAND MANAGEMENT
Slide 11-35
Branding
Brand Personality
Brand
Equity
Creating Brand Equity
Brand Name
Brand Personality and Brand Equity
Valuing
Brand Equity
Слайд 17marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-79
Branding is a marketing decision, in
which an organization uses a name, phrase, design, symbol, or
combination of these to identify its products and distinguish them from those of competitors.Branding
Слайд 18marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-80
A brand name is any word,
“device” (design, sound, shape, or color) or combination of these
to distinguish a seller’s goods or services.Brand Name
Слайд 19marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-82
Brand equity is the added value
a given brand name gives to a product beyond the
functional benefits provided.Brand Equity
Слайд 20marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-38
Customer-based brand equity pyramid
Слайд 21marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
BRANDING AND
BRAND MANAGEMENT
Slide 11-39
Manufacturer Branding
Picking a
Good Brand Name
Branding Strategies
Multiproduct Branding
Line Extension
Brand Extension
Subbranding Multibranding (blanket) strategy
Слайд 22marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-40
Four criteria for picking a
good brand name
Слайд 23marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-41
Alternative branding strategies
Слайд 24marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-83
Multiproduct branding is when
a company uses
one name for all
its products.
Multiproduct Branding
Слайд 25marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-84
Multibranding involves giving each product a
distinct name .
Multibranding
Слайд 26marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
BRANDING AND
BRAND MANAGEMENT
Slide 11-45
Private Branding
Branding Strategies
Private Labeling
Reseller Branding
Mixed Branding
Слайд 27marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
CREATING CUSTOMER VALUE THROUGH PACKAGING
AND LABELING
Slide 11-46
Packaging
Communication
Benefits
Functional Benefits
Perceptual Benefits
Label
Слайд 28marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-85
Packaging is any container in which
a product is offered for sale and on which label
information is conveyed.Packaging
Слайд 29marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
MANAGING THE MARKETING
OF SERVICES
Slide 11-49
Exclusivity
Product (Service)
Branding
Capacity Management
Слайд 30marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-86
Capacity management involves integrating the service
component of the marketing mix with efforts to influence consumer
demand.Capacity Management
Слайд 31marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
MANAGING THE MARKETING
OF SERVICES
Slide 11-50
Pricing
Off-Peak Pricing
Place
(Distribution)
Promotion
Слайд 32marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-87
Off-peak pricing consists of charging different
prices during different times of the day or days of
the week to reflect variations in demand for the service.Off-Peak Pricing
Слайд 33marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-51
1. What is the difference
between a line extension and a brand extension?
A: A line
extension is the practice of using a current brand name to enter a new market segment in its product class, whereas a brand extension is the practice of using a current brand name to enter a completely different product class.Concept Check
Слайд 34marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-52
2. Explain the role of
packaging in terms of perception.
A: A package can communicate status,
economy, and product quality to prospective buyers.Concept Check
Слайд 35marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-53
3. How do service businesses
use
off-peak pricing?
A: Service businesses use off-peak pricing, which consists of
charging different prices during different times during the day or days of the week,
to reflect variations in demand for the service.Concept Check
Слайд 36marketing, lecture 8
ass.prof.I.I.Skorobogatykh (Ph.D)
Slide 11-81
A brand personality is a set
of
human characteristics associated
with a brand name.
Brand Personality
