Business 389 Marketing Management

1
Business 389-Marketing Management

• Session III-The First of the 4Ps
• The Product Variable
• Chapters 8-9

2
The Classic Mix Assignment

• How would you go about
• doing the market research?

3
What Are the Consumer Product
Classifications?

• 4 classes or groups
• _________________________________
• _________________________________
• _________________________________
• _________________________________

4
What Are the Business Product
Classifications?

• ________________________________
• ________________________________
• ________________________________
• ________________________________
• ________________________________
• ________________________________

5
What Are Conditions Favorable for
Branding?

• ________________________________
• ________________________________
• ________________________________
• ________________________________
• ________________________________
• ________________________________

6
Characteristics of A Good Brand Name

• Suggest something about benefits or product use
• Be easy to pronounce
• Be distinctive
• Adaptable to a new product line
• Be protected under law
• ________________________________

7
Packagings Functions

• ________________________________
• ________________________________
• ________________________________
• Good packaging can also
• Lower distribution costs
• Speed handling via UPC codes

8
Sample Packaging
9
Sample Packaging
10
Stages of the Product Life
Cycle

• Introduction
• Growth
• Maturity
• Decline

11
What is a New Product?

• Products that are truly innovativeexamples______
  __________________
• Replacements for existing productsexamples
  _______________________
• Imitative products
• examples_______________________

12
New Product Ideas

• Idea generation
• Screen and evaluation
• Business analysis
• Develop prototype
• Test market
• Commercialization

13
New Products
14
Stages of the Adoption
Process

• Awareness
• Interest
• Evaluation
• Trial
• Decision
• Confirmation

15
Product Mix Strategies

• Product positioning
• Expansion
• Trading up/Trading down
• Alterations of existing products
• Contraction of existing products
• _______________________________
• _______________________________

16

• Remember to download answer next weeks
  questions prior to class!