Transcript Figure 7-1 Three Levels of Product

The Product-Service
Continuum
Sugar
Pure Tangible
Good
Restaurant
Education
Pure
Service
Offer another example of a pure service.
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Consumer Experiences
• Creating / managing
customer experiences
differentiates offers
from each other.
– All Bass Pro Shop stores
offer hunting and fishing
skill clinics. The home
store in Springfield,
Missouri, has an art
gallery, archery and
pistol range, wildlife
museum, and arcade.
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Knot Tying
Clinic
Art Gallery
Entrance
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Figure 7-1
Three Levels of Product
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Let’s Talk!
Why might a tropical fish be
classified by different consumers
as a convenience good, a
shopping good, OR a specialty
good? Explain.
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Marketing in Action
Place and Person Marketing
A montage of place and person marketing images.
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Figure 7-2
Individual Product Decisions
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Marketing in Action
Innovative
Packaging
Dutch Boy’s packaging
innovation offers paint
in plastic containers
with twist-off tops. The
paint container is easy
to carry, doesn’t need a
screwdriver to pry
open, doesn’t dribble
when poured, and
doesn’t take a hammer
to bang the lid shut.
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Marketing in Action
Labeling
As Americans become
increasingly concerned
about cholesterol, the
FDA (Food and Drug
Administration) has
responded by requiring
food manufacturers to
list trans fat (i.e., trans
fatty acids) on the
Nutrition Facts portion
of product labels,
effective 1/1/06.
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Marketing in Action
Product Line Stretching
Marriott offers a full line of hotel brands,
each aimed at a different market.
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Let’s Talk!
Choose a partner in
class and discuss your
favorite products.
How could the existing
product line be
stretched or filled?
Explain.
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Figure 7-3
Major Brand Strategy Decisions
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Let’s Talk!
Boudreaux’s Butt Paste is a
real product that is used in
the treatment of diaper rash.
Evaluate this brand name
against the criteria for a
good brand name that were
previously discussed.
How does it fare? Explain.
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Figure 7-4
Brand Development Strategies
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Marketing in Action
Line Extensions
Liquid-Plumr
Power Jet is
the latest
offering in the
line of Liquid
Plumr brand
products.
Liquid-plumr.com
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Figure 7-5
Four Service Characteristics
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Let’s Talk!
How do the service
characteristics of
intangibility, variability,
inseparability, and
perishability relate to
restaurants?
Explain.
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Figure 7-6
Three Types of Service Marketing
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