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consumers don't buy the drill, they buy the holes the drill makes
when a consumer buys a product, they are really buying the BENEFITS that the product provides
three levels of product benefits
augmented, expected, and core
core product benefits
The basic level of benefits that the product has to offer to fit into the product category
expected product benefits
Benefits beyond the core benefits that consumers expect from the product
consumers have expectations about durability, warranty, reliability, fair price, etc
augmented product benefits
Benefits above and beyond what the customer expects and thus, beyond what the competition provides
features
aspects that are built into a product
benefits
what the product does and what people get out of it
product
a good, service, or idea consisting of a bundle of tangible and intangible benefits
three emphasized aspects of products
products do not have to be goods
products offer benefits to consumers
product benefits can be tangible or intangible
product item
A specific product, identified by its ordering code
Stock Keeping Unit (SKU)
a unique identifier for each distinct product
an ordering code
product line
a group of closely related product items
exists within an organization
product mix
The set of product lines sold by a company
the product life cycle
the life of a typical product over four stages: Introduction, growth, maturity, decline
introduction stage of product life cycle
slow growth as the market comes to accept the product. Few suppliers of the product at this stage. The focus at this stage should be on promotion and building awareness of the product
growth stage of product life cycle
rapid growth, lots of competitors enter the market. Competitive entry occurs, as firms recognize the huge opportunity that the market has to offer
maturity stage of product life cycle
slowing of growth. Competitive shakeout occurs as some competitors exit the market and invest elsewhere. Companies try to keep their products at this stage stage as long as possible. To battle competition, firms must start to market product variations to gain and retain as much of the market as possible
decline stage of product life cycle
sharp decrease in sales. Firms must decide if it is worth it to continue making the product despite the decrease in sales
fad product
short-lived; its product life cycle quickly peaks and then rapidly decreases
Product class life cycle
product classes, product form, brand product
product class life cycle
describes an entire product category or industry
product form life cycle
pertain to product forms within the class
brand product life cycle
Describes specific brands within a product form
4 ways to extend the product life cycle
market penetration, market development, product modification, product repositioning
market penetration
involves selling more of the product to the same basic set of customers
can do this by temporarily lowering prices or offering coupons/incentives
these firms want existing/potential consumers to use more of their product
share of wallet
the percentage of customers' expenditures that the firm accounts for
market development
involves extending a product's life cycle by looking for new markets
example: exporting to new countries
can also market to a new user group
product modification
involves extending the product life cycle by altering a product's characteristics- such as quality, performance, or appearance- to serve the changing needs of the marketplace
product repositioning
Involves changing the position that a product occupies in the mind of the consumer
Brand Development Index (BDI), and Category Development Index (CDI)
two tools used to manage product life cycle
Brand Development Index (BDI)
a tool used to determine how well a firm's brand is performing in each geographic territory in which it sells
below 100 means the brand's per capita sales in that territory is below the brand's national average
above 100 means it's above national average
equal to 100 means its at the national average
Category Development Index (CDI)
measures how an entire product category is performing in the market
below 100 = less than national average
equals 100 = at national average
above 100 = above national average
brand name
verbal label that is attached to a product
brand mark
nonverbal mark for the brand
trade character
A personified representation of the brand
logo
can consist of a brand name, brand mark, or both
trademark
brand name, brand mark, or trade character that is legally protected
family branding
a situation in which a firm puts the same basic brand name on all the products it sells
multiple branding
A situation in which a company attaches different brand names to the various products it sells, which is costlier and more research-intensive than family branding
co-branding
when two companies or brands cooperate and put both brand names on a product
national brands
these brands are designed to attract consumers to the brand and develop brand loyalty -responsible for most of the major innovations and advertising in the market, and take part in a lot of research and development
tend to be market leaders due to having the highest perceived quality and the highest price
private label brands
brands associated with a particular retailer like Publix, Walmart, Costco, and they are usually 5-15% cheaper than national brands
these brands are designed to build up customers' store loyalty
licensing
a branding strategy in which a firm that owns a brand name sells another company the rights to manufacture and sell products under that brand name
brand equity
is the added value a brand name gives to a product
4 components of brand equity
awareness, associations (brand image), perceived quality, loyalty
Customer Lifetime Value (CLV)
the monetary value of a customer's business over his or her lifetime
extend brand equity
obtained by launching new products
can be achieved in two ways: line extension and category extension
line extension
a firm can build brand equity by introducing additional products in the same general product category using the brand name from the parent brand
category extension
brand equity can be built by extend a brand into other product categories
advantages of product expansion
instant recognition and encouragement of trial
disadvantages of product expansion
brand dilution and the risk of new product failure
packaging
any container in which it is offered for sale and on which label information is conveyed
the functions of packaging
contain or protect
facilitate use
communicate the product
fit channel needs
innovation
two emerging issues in branding
consumer-brand relationships, brand communities
consumer-brand relationship
increasingly, the relationship between consumers and brands they like is becoming personal
brand communities
involve multiple consumers that have relationships with each other because of a relationship with the brand
continuous innovation
does not drastically change how consumers live their everyday lives
ex: new colors, flavors, styles, or brands
"me-too" products
products that are introduced to mimic a competitor's product
dynamically continuous innovation
presents an existing product in a different form
ex: change form VHS to DVD
discontinuous innovation
innovation that changes the way we live our lives
rare because most involve the introduction of a new product category
ex: internet, laptops, e-mail, telephones