Product services and brand building customer

Beyond quality level, high quality also can mean high levels of quality consistency.

levels of product and services

Design describes the appearance of a product. The service- profit chain deals with employees and customers. Presentation on theme: "Products, Services, and Brands Building Customer Value"— Presentation transcript: 1 Products, Services, and Brands Building Customer Value Chapter 7 2 Rest Stop: Previewing the Concepts Define product and the major classifications of products and services Describe the decisions companies make regarding their individual products and services, product lines, and product mixes 3 Rest Stop: Previewing the Concepts Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require Discuss branding strategy—the decisions companies make in building and managing their brands 4 First Stop: Nike: Building a Deep-Down Brand-Customer Relationship!

What might happen that allows a consumer to move from merely recognizing a brand to preferring a brand?

New product development and product life cycle strategies

Or heavily extended brands can cause consumer confusion or frustration. Multibranding offers a way to establish different features that appeal to different customers. Branding helps the seller to segment markets. Answer: Quality and consistency can be identified through a brand; experience with or knowledge of another's experience with a brand helps a buyer know what features, benefits, and quality to expect from a product. Answer: Examples will vary. Labels can mislead customers, fail to describe important ingredients, or fail to include needed safety warnings. Publishing as Prentice Hall 80 Which of the following does NOT belong to the materials and parts group of industrial products? Answer: Product mix width refers to the number of different product lines the company carries; product length refers to the total number of products carried in a company's product lines. Consumers spend much time and effort in gathering information and making comparisons about these products. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable.

Services can also be differentiated through symbols and branding, creating an image that sets a company's services apart from competitors'. Each level adds more customer value. A which product features can be added to create higher-level models B how the product appears C what the product's technical specifications are D how customers will use and benefit from the product E how the product is packaged to attract spontaneous purchases Answer: D Diff: 3 Page Ref: AACSB: Analytic Skills Skill: Application Objective: 88 Helene Curtis began to market shampoo for normal hair.

D The company's resources may be spread over too many brands. Find some examples of this advertising and discuss the messages. A Consumers may become confused about the image of the main brand. C A company can expand its existing brand into a category it otherwise might have difficulty entering alone.

New product development and product life cycle strategies

Branding helps buyers in many ways. Between these two extremes, however, many goods-and-services combinations are possible. Answer: The two broad classes are consumer products and industrial products. Product line stretching occurs when a company lengthens its product line beyond its current range. Branding decisions include selecting a brand name and developing a brand strategy. Multibranding offers a way to establish different features that appeal to different customers. Industrial products are those that are purchased for further processing or for use in conducting a business. Product quality has two dimensions: level and consistency. Design describes the appearance of a product. Answer: The four service characteristics are intangibility, inseparability, variability, and perishability. A brand extension strategy also involves some risk. Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers.

Furniture, clothing, used cars 13 Specialty products Consumer products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort Different brands are not usually compared E.

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Chapter 8 product, service, and brands (building customer value)