Академический Документы
Профессиональный Документы
Культура Документы
Product-Support decisions
Product hierarchy
Each product is related to certain other products. The product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify seven levels of product hierarchy.
continued
3) Product class : A group of products within the product family recognised having certain functional coherence . Eg.financial instruments 4) Product line: A group of products within a product class that are closely related because they performa similar function,are sold to the same customer groups,are marketed through same channels,or fall within same price ranges. Eg . Life insurance, vehicle insurance
continued
5) Product type: A group of items within product line that share one of several possible forms of the product. Eg Term life(all policies have this attribute) 6) Brand: The name associated with one or more items in the productline,that is used to identify the source or characterof the item(s). Eg. Tata Aig,Max Newyork,Kotak Mahindra,Lic
continued
7) Item:A distinct unit within a brand or product line distinguishable by size,price, apperence or some other attribute. ( Eg. Gyan kosh by Tata Aig, for pension, or some kid education plan )
Intangibility
Heterogeneity
Perishability
Implications of Intangibility
Services cannot be inventoried Services cannot be patented Services cannot be readily displayed or communicated Pricing is difficult
Implications of Heterogeneity
Service delivery and customer satisfaction depend on employee actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivered matches what was planned and promoted
Implications of Simultaneous Production and Consumption Customers participate in and affect the transaction Customers affect each other Employees affect the service outcome Decentralization may be essential Mass production is difficult
Implications of Perishability
It is difficult to synchronize supply and demand with services Services cannot be returned or resold
Table 1-2
Services
Intangible
Resulting Implications
Services cannot be inventoried. Services cannot be patented. Services cannot be readily displayed or communicated. Pricing is difficult. Service delivery and customer satisfaction depend on employee actions. Service quality depends on many uncontrollable factors. There is no sure knowledge that the service delivered matches what was planned and promoted. Customers participate in and affect the transaction. Customers affect each other. Employees affect the service outcome. Decentralization may be essential. Mass production is difficult. It is difficult to synchronize supply and demand with services. Services cannot be returned or resold.
Standardized
Heterogeneous
Nonperishable Perishable
Why does a company need new products? Obtain greater profits/ROI Capture larger market share Meet customers changing needs & tastes Shorter product life cycle Build competitive advantages Planned obsolescence
Sales
Time
Introduction Stage
slow sales growth
profit are nonexistent
Growth Stage
rapid market acceptance
new competitors will enter
Maturity Stage
slowdown in sales
competitors begin marking down prices,. to find better versions of the product drop in profit only well-established competitors
Decline Stage
sales fall off and profits drop
Introduction
Growth
Marketing Objectives
Introduction and Growth
Marketing Objectives
Maturity and Decline
Strategies
Introduction Growth
Strategies
Maturity Decline
Strategies
Introduction Growth
Strategies
Maturity Decline