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Attractiveness
of the market
offering
Product Services
features mix and
and quality quality
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 12.2 Five Product Levels
Durability
Tangibility
Use
Nondurable
goods
Durable
Services
goods
Convenience Shopping
Specialty Unsought
Supplies/
Capital items
business services
Product form
Features
Customization
Performance
Conformance
Durability
Reliability
Repairability
Style
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance and
repair
Returns
Item
Product type
Product line
Product class
Product family
Need family
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Product Systems and Mixes
Product system
Product mix
Product assortment
Depth
Length
Width
Consistency
Convenience
Specialties
items
Down-Market
Down-Market Stretch
Stretch
Up-Market
Up-Market Stretch
Stretch
Two-Way
Two-Way Stretch
Stretch
Pruning weak
brands can
strengthen the
remaining brands in
the line
Product-line pricing
Optional-feature pricing
Captive-product pricing
Two-part pricing
By-product pricing
Product-bundling pricing
Self-service
Consumer affluence
Company/brand image
Innovation opportunity
Identifies
Grades
Describes
Promotes