Transcript Beckman PowerPoint Presentation

Slide 1
To accompany
Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
and Copyright by Tim Richardson
Slide 2
What is a Product?
• “ … the need satisfying offering of a firm
…”
Translation
• what you buy, that satisfies what you
want to be able to do Page 299 9th edition
Page 255 10th edition
To accompany
Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 3
What is a Product?
• what you buy, that satisfies what you
want to be able to do
• it can be “good feeling” cause you
bought some cosmetics and someone
said you looked pretty
• it could be a happy stomach cause you
bought a meal that tasted great
• it could be easier homework cause you
bought new software for your computer
To accompany
Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 4
What is a Product?
• “Most customers think about product in
terms of the total satisfaction …”
• this can lead to statements such as “we
don’t sell cars, we sell safety ! “
• we don’t sell houses, we sell homes
Page 256
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 5
“… A product’s ability to satisfy a customer’s needs
or requirements …”
Quality is often tied in to comparison with what the
competitor does at the same price
- always important to remember the “Competitive
Page 256
Environment”
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 6
Page 257-258
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 7
Goods - things you can touch “tangible”
Services - things you can’t touch - but
you can see their effect “intangible”
“… services are not physical, they are
intangible…”
To accompany
Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 8
Service
A Service is a type of a product.
“… a deed performed by one party for
another…”
Discussions about the marketing of goods
apply to services as well.
Services have special characteristics that
make them different than products.
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 9
Service
A product without physical characteristics;
a bundle of performance and symbolic
attributes designed to produce consumer
want satisfaction.
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 10
Tangible / Intangible Attributes
• Tangible
– touch
– see
– taste
– smell
• Intangible
– can’t see
– can’t touch
– can’t smell
– can’t taste
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 11
Goods and Services: Scale of
Elemental Dominance
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Not in the text and Copyright by Tim Richardson
Slide 12
4 Characteristics of Services
1. Intangibility - “u can’t touch this”
2. Production (or performing the service)
and Consumption (using the service) happens at the same time
3. Heterogeneity - services are not
always delivered the same way
4. Perishability - cannot be put in
inventory or stored for later use
ie. You can’t buy 2 haircuts
To accompany
Not in the text
Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
and Copyright by Tim Richardson
Slide 13
Characteristics of Services
1. Intangibility - “u can’t touch this”
• Services cannot be stored
• Services cannot be protected through
patents
- therefore a really great travel package and
service can be copied
a really great physical object can be
patented, and NOT allowed to be copied
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 14
Characteristics of Services
1. Intangibility - “u can’t touch this”
• Hard to explain and display Services if you
can’t see them
• Prices are difficult to set - depends on
customers expectations
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 15
Characteristics of Services
1. Intangibility - “u can’t touch this”
Marketing Strategies
• stress tangible cues, eg. Smiling face
• use personal information, sources, references
• use word-of-mouth
• contact customers after they buy to stimulate
continued enthusiasm and hope they “talk it up”
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 16
Characteristics of Services
2. Inseparability of Production (or
performing the service) and Consumption
(using the service) - happens at the same
time
• Many people involved in delivering a service
• mass production of services is hard to do
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 17
Characteristics of Services
2. Inseparability of Production (or
performing the service) and Consumption
(using the service) - happens at the same
time
Marketing Strategies
• Emphasize how much you train your people - so
their ability to give you good service will be high
• Have many locations so customers can get to you
Not in the text
•
ie.
Insurance
sales
come
to
your
home
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 18
Characteristics of Services
3. Heterogeneity - services are not always
delivered the same way
It is very difficult to standardize services
eg. A machine can make ice cream cones a
standard size 100% of the time
A person filling an ice cream cone with a
scoop cannot do it the same amount each
time, unless you use a machine to dispense
the ice cream
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 19
Characteristics of Services
3. Heterogeneity - services are not always
delivered the same way
It is very difficult to standardize services
eg. A Taxi driver cannot drive you to the office
in exactly the same time each day because
the traffic patterns change
eg. A travel agent can sell you a vacation
package - but cannot guarantee you will like
the trip exactly the same way another tourist
Not in the text
did.
To accompany
Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 20
Characteristics of Services
4. Perishability - cannot be put in
inventory or stored for later use
ie. You can’t buy 2 haircuts
Demand fluctuates and changes, sometimes
depending on the season, or weather
eg. Taxi in the rain, vacation in summer
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 21
Product Mix / Product Lines
• “a product assortment (mix) is all the
product lines … that the company
sells…”
Page 260 10th edition
Page 235 9th edition
Page 302 8th edition
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 22
Product Mix / Product Lines
Product Mix
• The assortment of product lines and
individual offerings available from a
company.
• the combination of product lines offered
by the manufacturer
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Slide 23
Product Mix / Product Lines
Product Line
• A series of related products
• a group of products that are physically
similar in performance, use or features
and intended for a similar market
• “… a set of products that are closely
related …”
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Slide 24
Product Lines
Brands
• shoes
Nike, addidas, reebok,
fila, new balance, british knight, brooks,
converse, vans, asic, puma
• notebooks toshiba, nec, TI, compaq,
IBM, DELL
• Apple, HP, Hitachi, Mitsubishi,
Matsushita,
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Slide 25
Service Providers
service providers have product lines and
product mixes as well
examples
• Mastercard
• insurance
• telephone services
• cable services
• ISPs - internet service providers
Not in the text
• airlines, first class, economy class
• banks
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Slide 26
Larkhill
Group
• Larkhill Clothing
Manufacturing Inc.
example of a company,
and its product line
Not in the text
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Slide 27
L arkhill C lothing M anufacturing I nc.
Azure-Dee Lingerie
Promises Lingerie
Night Fever
Camisoles
Camisoles
G-strings
Gowns
Gowns
bra/panty sets
Robes
Robes
thongs
Teddies
the different product lines
= the product mix of the whole company
Tap pants
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Slide 28
The Canada Packers Product Mix
Width of Assortment
Depth of
Assortment
Meats
Groceries
Nonedible
Fresh meats
Bacon
Pepperoni
Wieners
Bologna
Canned ham
Poultry
Kolbassa
Garlic sausage
Peanut butter
By-products
Mincemeat
Soap
Canned pumpkinHides
Cheese
Pharmaceutical raw
Lard
materials
Shortening
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 29
Cannibalization
• Situation involving one product taking
sales from another offering in a product
line (Text)
• Cannibalization occurs when sales of a
new product cut into (reduce) the sales of
a firm’s existing products.
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 30
Industrial = Business
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Slide 31
Consumer Goods and Services
- are for consumers, the final customer
Industrial Goods and Services
- are used in making consumer goods and services
Page 236 in 9th edition
Industrial = Business
To accompany
Page 303 in 8th edition
Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 32
Consumer Goods Classification of:
1. Convenience
2. Shopping
3. Specialty
4. Unsought Products
Page 261 10th edition
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Consumer Goods Classification of:
Slide 33
Different Classes
• Convenience goods and services
• things consumer wants to buy frequently
• minimum effort, low risk
• small amount of money, not much time
• Shopping goods and services
• “stuff” people buy after they “shop & compare”
• Speciality goods and services
• jewellery, special clothing
• special entertainment
• Unsought
• things people don’t want to buy, but have to eg.
Auto insurance, funeral plan
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Slide 34
Classes of Consumer Products
14-1
Goods
POP
Convenience
Shopping
Specialty
Impulse Products
ATM
Services
$
$
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Consumer Goods Classification of:
Slide 35
Different Classes
• Convenience goods and services
• things consumer wants to buy frequently
• minimum effort, low risk
• small amount of money, not much time
To accompany
three types
1. Staples
- bought routinely
2. Impulse products
- unplanned purchases
3. Emergency products
- bought immediately
Basic Marketing, Shapiro, 10th Cdn Ed.
Page 261
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Consumer Goods Classification of:
Slide 36
Different Classes
• Shopping goods and services
• “stuff” people buy after they “shop & compare”
• they have the time to compare prices
• Homogenous - stuff that is the same
simply pick the lowest price
eg. Condensed milk,
• Heterogeneous - stuff that is different, so the
customer will take time to compare features
and prices
- “some retailers carry competing brands”
To accompany
Page 261
Basic Marketing, Shapiro, 10th Cdn Ed.
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Consumer Goods Classification of:
Slide 37
Different Classes
• Speciality goods and services
• jewellery, special clothing
• special entertainment
• “Willingness to search, not extent of searching,
makes it a specialty product”
• if people are willing to look and look at different
products, before they commit, it is a specialty
item
To accompany
Page 261
Basic Marketing, Shapiro, 10th Cdn Ed.
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Consumer Goods Classification of:
Slide 38
Different Classes
• Unsought
• things people don’t want to buy, but have to eg.
Auto insurance, funeral plan
• the only way to sell this is to convince people of
the benefit because the benefit is not easily
seen by the average person.
To accompany
Page 261
Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 39
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 40
Industrial Market / BUSINESS PRODUCTS
“Individuals and organizations that acquire goods
and services to be used, directly or indirectly, in the
production of other goods and services or to be
resold.”
Beckman TEXT
“People who buy stuff to make other things.”
W.T.G.R.
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 41
- producers and manufacturers
- trade industries (wholesalers and retailers)
- governments
Not in the text
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Slide 42
• producers and manufacturers
Those who transform goods and services, through
production, into other goods and services
• manufacturing firms (eg. Auto parts, computers)
• farms
• mining and forest industries
• construction and building companies
• service companies (trucking, air, rail)
Not in the text
• public utilities,
banks,
insurance
companies
To accompany
Basic Marketing,
Shapiro,
10th Cdn Ed.
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Slide 43
• Trade Industries (gong ye maoyi)
• Organizations such as wholesalers and retailers
that buy things for resale to customers
• examples - lumber dealers, fabric wholesalers, building
materials
• metal and electrical products
Not in the text
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Slide 44
• Governments (zheng fu)
• Federal Ministries and Crown Corporations,
Provincial Ministeries and Crown Corporations,
Municipal governments and agencies
• examples: Dept. of Defense buying trucks from GM, Dept.
of Revenue buying computers, Royal Canadian Mint
buying paper and
• Provincial agencies buy services such as snow clearance,
Not in the text
cellular phone service …...
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Slide 45
1. Derived Demand
means the demand is derived (or caused by, or
linked to) demand for a consumer item
- demand for lithium is “derived” from the demand
for lithium batteries, which is in turn “derived” from
the demand for cell phones
- demand for wood pulp is derived from the demand
for paper, which is derived from the increase in
people printing on paper
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Slide 46
2. Joint Demand
means the demand is related to the demand for
other industrial things
eg. The demand for printer cartridges is linked to
the demand for printer paper
for services, the demand for Netscape 4.05 - is
linked to the demand for an ISP account
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 47
Classifying Industrial Products
1. Installations - major assets, factories, heavy
machinery
2. Accessory Equipment - used in production
- short-lived items eg. tools
3. Raw Materials
4. Component Parts and Materials - finished units
which, when assembled, make the complete product
5. Maintenance, Supplies (MRO Items)
- maintenance,- cleaning fluids
6. Professional Services
- accounting
firms,Shapiro,
law firms
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Basic Marketing,
10th Cdn Ed.
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Slide 48
Categories of Industrial Products
1. Capital Items
Page 264
things that last a long time, and
become less and less in value over
time
2. Expense Items
Page 264
- things that are used within a short
period of time
- some types of raw materials, office supplies,
materials in production
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 49
Categories of Industrial Products
1. Capital Items
ex - car
- office building
- machinery and equipment
2. Expense Items
ex - gas for the car
- washing the windows for the building
- parts for the machinery
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 50
Categories of Industrial Products
•Depreciation
• The accounting concept for charging a
portion of the cost of a capital item as a
deduction against the company’s revenue
- eg. 486 DX2 Office computer bought in 1995
- deduct $750 in 1995
- deduct $750 in 1996
etc.
Not in the text
To accompany
Basic Marketing, Shapiro, 10th Cdn Ed.
ppt slides created
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Slide 51
Various Classes of Consumer and
Industrial Goods and Services
G o o d s a n d S e r v ic e s
Consumer Goods
Consumer Services
Convenience Goods
Shopping Goods
Specialty Services
Convenience Services
eg. Mac's Milk
eg. clothing
eg. banking
eg. fast foods
eg. newspaper
eg. groceries
eg. travel
raw material
grain, steel
Industrial Goods
Industrial Services
Production Goods
Support Services
component
parts
materials
nuts, bolts
accessory equipment
tools, computers
installations
eg. buildings
eg. circuit board
eg. wiring
harness
Not in the text
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 52
Brand
Trademark
Brand Name
Generic Name
Page 314
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Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 53
Page 269
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Slide 54
Brand
A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive
offerings.
Something used to show customers that
one product is different than the products
of another manufacturer. WTGR
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Slide 55
Brand Name
Words, letters, or symbols that make up a
name used to identify and distinguish the
firm’s offerings from those of its
competitors.
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Slide 56
Trademark
Page 273
A brand that has been given legal protection
and has been granted solely to its owner.
“… words, symbols or marks that have been legally registered..”
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Slide 57
Branding
• Originally helped trace the source of the
guild producer
• In modern era, makes it easier to
identify all the products from a particular
company
• Makes shopping easier
• helps the companies launching new
products
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Slide 58
•Brand Familiarity
(Recognition) Equity
•Brand Preference / Loyalty
•Brand Insistence
__________________
•Brand Awareness
•Brand Association
Page 271
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Slide 59
Page 271
• Brand Recognition - awareness, loyalty, quality,
emotion
“customers remember the brand”
• Brand Preference / Loyalty - the degree to
which customers are committed to further
purchases eg.
“choose the brand over other brands”
• Brand Insistence - “willing to search for it..”,
andif they do not find the brand they want, WILL
NOT but a substitute
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Slide 60
Page 271
• Brand Equity - “… the value of a brand’s overall
strength in the market …”
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Slide 61
Most Valuable Global Brands
Brands
Brand value
Not in the text
14-2
Coca Cola
Marlboro
$ 36
$ 33
Billion
Billion
Nescafe
Kodak
$ 11
$ 10
Billion
Billion
Microsoft
Budweiser
Kellogg's
Motorola
Gillette
Bacardi
$ 9.8
$ 9.7
$ 9.3
$ 9.2
$ 8.2
$ 7.1
Billion
Billion
Billion
Billion
Billion
Billion
To accompany
Basic Marketing, Shapiro, 10th Cdn Ed.
Source: Financial World
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Slide 62
• Brand Awareness -your product is the first
that comes to mind in a certain product
category
eg. Snapple ice tea, jeans-Levi’s, walkman SONY
Not in the text
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Slide 63
• Brand Association - the link to favourable
images, celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany,
Screech - NFLD
Bailey’s - Eire
• Paul Hogan - Subaru
• James Earl Jones (voice of CNN)
• Chihuahua - Taco Bell
• Jordan - Nike
• Julia Louis Dryfuss - Nice and Easy
• Candice Bergen - Sprint Canada
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Not in the text
Basic Marketing, Shapiro, 10th Cdn Ed.
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Slide 64
Brand Association - the link to favourable
images, celebrities, geographic regions
• white diamonds - liz taylor
• BMW Z3 - 007
• roots hats - olympics
• fubu - urban trend / hip hop
• right guard - Sir Charles
• Ru Paul - MAC Cosmetics
• Seinfeld - AMEX
Not in the text
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• Brand Awareness -your product is the first that
comes to mind in a certain product category
eg. ice tea = Snapple, running shoes = Nike
Slide 66
Terms
brand
trademark
logo
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copyright
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Slide 67
Terms
page 273
Trademark
• a brand that has been given
exclusive legal protection - name
and the design
“… legal protection against any
other company using a trademark
that might be confused with its own
…”
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Slide 68
Terms
copyright
• music, or words that are given legal
ownership by the author
Not in the text
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Slide 69
Manufacturer / National Brand
Dealer / Private Brand
Generic Name Brand
Generic Goods
Page 275
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Slide 70
Manufacturer / National Brand
products that carry the name of the
manufacturer
“… brands created by the
manufacturers…”
ie. Maxwell House coffee
ie. Philadelphia cream cheese
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Slide 71
Dealer / Private Brand
products that carry the name of the seller, not
the manufacturer
“… brands created by middlemen…”
- brands used by the dealers that sell the
products
ie. MasterChoice coffee
ie. IGA cream cheese
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Slide 72
Generic Name Brand
A brand name over which the original owner has lost
exclusive claim because all offerings in the associated
class of products have become generally known by the
brand name (usually that of the first or leading brand in
that product class).
• names for product categories
ie. Velcro is the brand “hooked fabric fastener” is the generic name
ie. Xerox is the company
“photocopy” is the generic name,
- other examples???????? “rollerblades, Styrofoam”
, Jello, Vaseline, Q-tips, Kleenex
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Slide 73
Examples of the 3 differences between a
1. manufacturer/national brand,
2. a private brand and a
3. generic brand
• Philadelphia Cream Cheese
• IGA Cream Cheese
• No Name brand cream cheese
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Packaging
Slide 74
• An Important Part of the Product
•
•
•
•
convinces people to buy
protects the contents when shipped and handled
adds to the value
describes features, advantages and benefits of using
product
• contains Warranty Information
• cautions and warnings about contents and misuse
• UPC code and tax information (cigarettes)
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Slide 75
PAGE 280
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