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MARKET1

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by Aaron Cruz on 7 November 2012

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Transcript of MARKET1

Physical Branding – use of a name, term, symbol, or design – or a
combination of these – to identify a product
Brand name – narrower meaning Elements of Product Planning
for Goods and Services The Product Area
Involves Many
Strategy Decisions BRANDING IS A STRATEGY DECISION Trademarks and
Service Mark BRANDS MEET NEEDS Branding is a
strategy decision Need-satisfying offering of a firm What is a Product? Excellent service
Right features
Useful instructions
Packages
Warranties
Brands What do customers want? CONDITIONS FAVORABLE TO BRANDING Ability to satisfy customer's needs Product quality
2. BRAND NONRECOGNITON
3. BRAND RECOGNITION 4. BRAND PREFERENCE
5. BRAND INSISTENCE RIGHT BRAND NAME CAN HELP Achieving brand familiarity
is not easy Protecting brand names
and trademarks Differences in Goods and Services Combination Service Types of Products Difference between
goods and services whole Product lines must be developed too B2B (Business-
to-Business) PRODUCT IDEA PRODUCT CLASSES BRANDING PACKAGING AND WARRANTY What kind
of brand
to use? Individual
Brand Generic
Products Who should do the branding?

Promoting, protecting
and enhancing the
product The Strategic
Importance
of Packaging Family
Brand Licensed
Brand Manufacturer Brand Dealer Brands Convenience Communication Silent Salesman What is
packaging? Packaging enhances the product Packaging sends a message Packaging lowers distribution cost Universal Product Code Size or Volume Variety What does
packaging
do? What is Socially
Responsible Packaging? Packaging
hurts the
environment Laws reduce confusion Ethical
decisions WARRANTY SERVICE
GUARANTEES PRODUCT
CLASSES one product can be both
consumer product and business product Emergency products Impulse
products Staple
products CONVENIENCE
PRODUCTS Heterogeneous shopping products Homogeneous shopping products SHOPPING
PRODUCTS SPECIALTY
PRODUCTS New unsought products UNSOUGHT
PRODUCTS Regularly unsought products classification of
consumer products BUSINESS PRODUCTS
ARE DIFFERENT B2B products vs B2C products Volume of transactions Exclusive products Products for business purposes only. B2C products can be
B2B products Risky B2B transactions are much riskier! The Role of Warranty in Marketing - promotional
- protectional 2000 2010
1. BRAND REJECTION Brand Equity RA
8293 Individual Products Product Line Product Assortment 1. Easy to be identified by
brand and product
2. Best value for the price
3. Economies of scale
4. Favorable display locations
5. Widespread availability
6. Demand is strong Conscience Cost Republic Act No. 7394 The Consumer Act of
the Philippines Chapter 4: Labeling and
Fair Packaging Short and Simple Internationally Acceptable Pronounceable Pic to emphasize satisfaction Need-satisfying offering of a firm What is a Product? Right features Packages Warranties What do customers want? Excellent service Kahit anong design nalang dito Difference between goods and services Tangible or intangible Tangible or intangible
Location of production
Consistency of the product
Storage capability Individual Products Product Line Product Assortment DLSU LaSalle Trademarks
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