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Primary Demand
Selective Demand
Skimming Strategy
Penetration Pricing
Marketing: The Core 6e MGH
10-5
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
FIGURE 10-2 Product life cycle for the
stand-alone fax machine for business use:
1970-2014
More Competitors
Repeat Purchasers
New Features
Broad Distribution
Kindle
Industry/Product
Sales Slow
Profit Declines
Fewer Competitors
Marketing: The Core 6e MGH
10-8
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
CHARTING THE PRODUCT LIFE CYCLE
DECLINE STAGE
Industry/Product
Sales Drop
Environmental Changes
Deletion
Harvesting
Marketing: The Core 6e MGH
10-9
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
MARKETING MATTERS
Will E-Mail Spell Extinction for Fax Machines?
High-Learning Fashion
Product Product
Low-Learning Fad
product Product
Marketing: The Core 6e MGH
10-11
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
FIGURE 10-3 Alternative product life cycle
curves based on product types
Diffusion of Innovation
Early Majority
Barriers to Adoption
Usage
Value
Risk
Psychological
Data Analysis
CDI BDI
Marketing: The Core 6e MGH
10-16
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
USING MARKETING DASHBOARDS
Knowing Your CDI and BDI
Category Development Index (CDI) and Brand Development Index (BDI)
Product Modification
Product New
Bundling Characteristics
Market Modification
Finding New Increasing a
Customers Products Use
Dockers
Ad
Creating a New
Use Situation
Marketing: The Core 6e MGH
10-18
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
MANAGING THE PRODUCT LIFE CYCLE
REPOSITIONING THE PRODUCT
Product Repositioning
Reacting to a Competitors Position
Trading Up
Trading Down
Downsizing
Branding
Brand Name
Logotype (Logo)
Brand Personality
Brand Equity
Dr. Pepper Ad
Consumers Willing to Pay a Premium
Brand Licensing
Multiproduct Branding
(Family or Corporate Branding)
Subbranding
Brand Extension
Co-Branding
Marketing: The Core 6e MGH
10-29
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
BRANDING AND BRAND MANAGEMENT
BRANDING STRATEGIES
Multibranding
Fighting Brands
Mixed Branding
Huggies Video
Packaging Label
Communication Benefits
Functional Benefits
Perceptual Benefits
Environmental Concerns
Cost Reduction
Marketing: The Core 6e MGH
10-34
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
MANAGING THE MARKETING OF SERVICES
THE SEVEN Ps OF SERVICES
Product (Service)
Branding
Price
Off-Peak Pricing
Marketing: The Core 6e MGH
10-35
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
MANAGING THE MARKETING OF SERVICES
THE SEVEN Ps OF SERVICES
Place (Distribution)
Promotion
Publicity
People
Physical Environment
Process
Capacity Management
Marketing: The Core 6e MGH
10-37
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
Product Life Cycle
Multiproduct branding is a
branding strategy in which a
company uses one name for all
its products in a product class.
Multibranding is a branding
strategy that involves giving each
product a distinct name when
each brand is intended for a
different market segment.
Capacity management
integrates the service component
of the marketing mix with efforts
to influence consumer demand.