LHM, Marketing 4th Edition

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Marketing
Charles W. Lamb, Jr. Joseph F. Hair, Jr. Carl
McDaniel
Slides Created and Designed by Apple Mountain
Software, Inc. http//www.apmtnsoft.com
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Types of Consumer Products
Products
Consumer Products
Business Products
Unsought Products
Specialty Products
Shopping Products
Convenience Products
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Consumer Products
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Product Lines
Advertising Economies
Package Uniformity
Benefits of Product Lines
Standardized Components
Efficient Sales and Distribution
Equivalent Quality
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Gillettes Product Lines Mixes
Width of the product mix
Blades and Writing razors Toiletries instru
ments Lighters Depth of Sensor Series Paper
Mate Cricket the product Trac II Adorn Flair S.
T. Dupont lines Atra Toni Swivel Right
Guard Double-Edge Silkience Super
Adjustment Soft and Dri Lady Gillette Foamy Su
per Speed Dry Look Twin Injector Dry
Idea Techmatic Brush Plus Three-Piece Knack
Blades
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Abbreviated Product MixKraft
Width of Product Mix
Breakfast Cereals
Baked Goods
Beverages
Alpha-Bits Fruit Fiber Grape-Nuts Honeycomb
Pebbles Post 40 Bran Flakes Post Raisin
Bran Post Toasties Smurf-Berry Crunch
Entenmanns Hostess Snacks Krema Candy Orowheat
Country Time Lemonade Crystal Light Kool-Aid Su
gar-Free Kool-Aid Tang
Depth of Product Lines
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Changing Product LinesKraft
Width of Product Mix
Breakfast Cereals
Baked Goods
Beverages
Alpha-Bits Fruit Fiber Grape-Nuts Honeycomb
Pebbles Flintstones Post 40 Bran Flakes Post
Raisin Bran Post Toasties Smurf-BerryCrunch
Entenmanns Hostess Snacks Krema Candy Orowheat
Country Time Lemonade Crystal Light Kool-Aid Su
gar-Free Kool-Aid Tang Sweet Stuff
Depth of Product Lines
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Adjustments to Items, Lines, Mixes
Product Modifications
Strategies for Changing Product Lines
Repositioning
Product Line Extensions
Product Line Contractions
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Product Modifications
Quality Modifications Functional
Modifications Style Modifications
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Branding
Individual
Types of Manufacturers Brands
Family
Co-Branding
Combination
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Major Branding Decisions
Brand
No Brand
Private Brand
Manufacturers Brand
Combination (family and individual)
Combination (family and individual)
Individual Brand
Family Brand
Family Brand
Individual Brand
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Packaging