MM 5

70問 • 1年前

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Is anything that can be o ffered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places,properties, organizations, information, and ideas

product

Product Levels: The CustomerValue Hierarchy

• Core benefit • Basic product • Expected product • Augmented product • Potential product

the service or benefit the customer is really buying. • The marketer must turn the core benefit in to a basic product.

core benefit

a set of attributes and conditions buyers normally expect when they purchase this product.

Expected product,

exceeds customer expectations. In developed countries, brand positioning and competition take place at this level .

Augmented product

which encompasses all the possible augmentations and transforma tions the product or offering might undergo in the future.

Potential product

PRODUCT CLASSIFICATIONS

1 . Nondurable goods 2. Durable goods 3. Services

are tangible goods normally consumed in one or a few uses.

Nondurable goods

are tangible goods that normally survive many uses. clothing. ____ products normally require more personal selling and service, command a higher margin, and require more seller guarantees.

Durable goods

are intangible inseparable, variable, and perishable products that normally require more quality control, supplier credibility, and adaptability.

Services

PRODUCT CLASSIFICATIONS Consumer-Goods Classification

Convenience goods Shopping goods Specialty goods Unsought goods

frequently, immediately, and with minimal effort

Convenience goods

are those the consumer characteristically compares on such bases as suitability, quality, price , and style.

Shopping goods

have unique characteristics or brand identification for which enough buyers are willing to make a special purchasing effort.

Specialty goods

are those the consumer does not know about or normally think of buying, such as smoke detectors.

Unsought goods

Industrial-Goods Classification

Materials and parts Capital items Supplies and business services

are goods that enter the manufacturer’s product completely.

Materials and parts

are long-lasting goods that facilitate developing or managing the finished product.

Capital items

are short-term goods and services that facilitate developing or managing the finished product.

Supplies and business services

PRODUCT DIFFERENTIATION

Form • Features • Customization • Performance quality • Conformance quality • Durability • Reliability • Repairability • Style

SERVICES DIFFERENTIATION

• Ordering ease • Delivery • Installation • Customer consulting • Maintenance and repair • Returns (Controllable returns and Uncontrollable returns)

is the totality of features that affect how a product looks, feels, and functions to a consumer. offers functional and aesthetic benefits and appeals to both our rational and emotional sides. The ____ must figure out how much to invest in form, feature development, performance, conformance, durability, reliability, repairability, and style. To the company, a well-designed product is easy to manufacture and distribute.

Design

includes all the activities of designing and producing the container for a product.

Packaging

Various factors contribute to the growing use of packaging as a marketing tool:

• Self-service • Consumer affluence • Company and brand image • Innovation opportunity

Packaging must achieve a number of objectives:

• Identify the brand. • Convey descriptive and persuasive information. • Facilitate product transportation and protection. • Assist at-home storage. • Aid product consumption.

can be a simple attached tag or an elaborately designed graphic that is part of the package. It might carry a great deal of information, or only the brand name

labeling

are formal statements of expected product performance by the manufacturer. Products under ______ can be returned to the manufacturer or designated repair center for repair, replacement, or refund

Warranties

Four distinctive service characteristics

• intangibility, • inseparability, • variability, and • perishability

Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought

intangibility

Whereas physical goods are manufactured, then inventoried, then distributed, and later consumed, services are typically produced and consumed simultaneously

inseparability

Because the quality of services depends on who provides them, when and where, and to whom, services are highly variable. Some doctors have an excellent bedside manner; others are less empathic. three steps service firms can take to increase quality control.

variability

Services cannot be stored, so their _____ can be a problem when demand fluctuates. Public transportation companies must own much more equipment because of rush-hour demand than if demand were even throughout the day.

perishability

Strategies to produce a better match between service demand

Differential pricing -will shift some demand from peak to off peak periods. • Nonpeak demand -can be cultivated. • Complementary services - can provide alternatives to waiting customers. • Reservation systems -are a way to manage the demand level.

Strategies to produce a better match between service demand On the supply side:

• Part-time employees can serve peak demand. • Peak-time efficience routines can allow employees to perform only essential tasks during peak periods • Increased consumer participation frees service providers’ time. • Shared services can improve offerings. • Facilities for future expansion can be a good investment

describes the normal work of preparing, pricing, distributing, and promoting the service to customers.

• External marketing

describes training and motivating employees to serve customers well. The most important contribution the marketing department can make is arguably to be “exceptionally clever in getting everyone else in the organization to practice marketing.”

• Internal marketing

describes the employees’ skill in serving the client.

• Interactive marketing

Best Practices of Top Service Companies

• Strategic Concept • Top-Management Commitment • High Standards • Profit Tiers • Monitoring Systems

10 lessons for improving service quality across service industries.

1. Listening 2. Reliability 3. Basic service 4. Service design 5. Recovery 6. Surprising customers 7. Fair play 8. Teamwork 9. Employee research 10. Servant leadership

is not just a number on a tag. It comes in many forms and performs many functions. Rent, tuition, fares, fees, rates, tolls, retainers, wages, and commissions are all the price you pay for some good or service.

Price

setting the price

Step 1 : Selecting the Pricing Objective step 2 : Determining Demand Step 3 : Estimating Costs Step 4: Analyzing Competitors’ Costs, Prices, and Offers step 5 : Selecting a Pricing Method Step 6: Selecting the Final Price

the company first decides where it wants to position its market offering. The clearer a firm’s objectives, the easier it is to set price. Five major objectives are:

1 . SURVIVAL 2 . MAXIMUM CURRENT PROFIT 3 . MAXIMUM MARKET SHARE 4. MAXIMUM MARKET SKIMMING 5 . PRODUCT-QUALITY LEADERSHIP

The demand curve shows the market’s probable purchase quantity at alternative prices. It sums the reactions of many individuals with different price sensitivities

price sensitivity

can explore how many units consumers would buy at different proposed prices.

Surveys

can vary the prices of different products in a store or charge different prices for the same product in similar territories to see how the change affects sales. Another approach is to use the Internet.

• Price experiments

of past prices, quantities sold, and other factors can reveal their relationships

• Statistical analysis

Marketers need to know how responsive, or elastic, demand is to a change in price. If demand changes considerably, demand is elastic. The higher the elasticity, the greater the volume growth resulting from a 1 percent price reduction. If demand is elastic, sellers will consider lowering the price. A lower price will produce more total revenue.

Price Elasticity of Demand

Types of Costs and Levels of Production

• Fixed costs • Variable costs • Total costs • Average cost

also known as overhead, are costs that do not vary with production level or sales revenue.

• Fixed costs

vary directly with the level of production.

• Variable costs

consist of the sum of the fixed and variable costs for any given level of production.

• Total costs

is the cost per unit at that level of production; it equals total costs divided by production.

• Average cost

• Costs change with production scale and experience. They can also change as a result of a concentrated effort by designers, engineers, and purchasing agents to reduce them through target costing.

Target Costing

The most elementary pricing method is to add a standard markup to the product’s cost. Construction companies submit job bids by estimating the total project cost and adding a standard markup for profit

MARKUP PRICING

the firm determines the price that yields its target rate of return on investment. Public utilities, which need to make a fair return on investment, often use this method.

• TARGET-RETURN PRICING

. An increasing number of companies now base their price on the customer’s perceived value. is made up of a host of inputs, such as the buyer’s image of the product performance, the channel deliverables, the warranty quality, customer support, and softer attributes such as the supplier’s reputation, trustworthiness, and esteem

PERCEIVED-VALUE PRICING

, the firm bases its price largely on competitors’ prices.

GOING-RATE PRICING

is growing more popular, especially with scores of electronic marketplaces selling everything from pigs to used cars as firms dispose of excess inventories or used goods.

AUCTION-TYPE PRICING

These are the three major types of auctions and their separate pricing procedures:

• English auctions (ascending bids) • Dutch auctions (descending bids) • Sealed-bid auctions

have one seller and many buyers.

• English auctions (ascending bids)

feature one seller and many buyers, or one buyer and many sellers.

• Dutch auctions (descending bids)

let would-be suppliers submit only one bid; they cannot know the otherbids. overall satisfaction, more positive future expectations, and fewer perceptions of opportunism

• Sealed-bid auctions

the company decides how to price its products to different customers in different locations and countries.

geographical pricing

Many buyers want to offer other items in payment, a practice known as

countertrade

Promotional Pricing

• Loss-leader pricing • Special event pricing • Special customer pricing • Cash rebates • Low-interest financing • Longer payment terms • Warranties and service contracts • Psychological discounting.

• Price discrimination • Customer-segment pricing. • Product-form pricing. • Image pricing. • Channel pricing. • Location pricing. • Time pricing.

Differentiated Pricing

Several circumstances might lead a firm to cut prices. One is excess plant capacity: The firm needs additional business and cannot generate it through increased sales effort, product improvement, or other measures. Companies sometimes ______ cuts in a drive to dominate the market through lower costs.

initiating price cuts

A price - cutting strategy can lead to other possible traps:

• Low-quality trap. • Fragile-market-share trap. • Shallow-pockets trap • Price-war trap

Companies often raise their prices by more than the cost increase, in anticipation of further inflation or government price controls, in a practice called

anticipatory pricing

It can increase price in the following ways, each of which has a different impact on buyers.

• Delayed quotation pricing • Escalator clause • Unbundling • Reduction of discounts

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Jennie Rose Carpo · 24問 · 2年前

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