product strategies

Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

Product Strategies

Chapter 11


Objectives1. Define the term product and distinguish between goods and

services.2. List the classifications of consumer goods and services, and

briefly describe each category.3. Describe each of the types of business goods and services.4. Discuss how total quality management (TQM) is

implemented.5. Explain the role benchmarking plays in achieving continuous

improvement.6. Explain why firms develop lines of related products rather

than marketing individual items.7. Identify the major product mix decisions that marketers must

make.8. Explain the concept of the product life cycle and how a firm

can extend a product’s life cycle.


The introduction of this product by Radio Shack leads you to initially believe the promotional Product is something other than what it turns out to be.


What is a Product?

• People buy want satisfaction rather than objects.

• A product is a bundle of physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs.


This advertised product provides attributes designed to satisfy a customer’s wants and needs in a time when it is most needed.


Several Ways Services Can BeDistinguished From Goods

1. Services are intangible.2. Services are inseparable from the service

providers.3. Services are perishable.4. Companies cannot easily standardize

services.5. Buyers often plan roles in the development

and distribution of services.6. Service quality shows wide variations.


Importance of the Service Sector

• The service sector makes a crucial contribution to the U.S. economy.

• The service sector produces almost $2.5 billion annually in sales receipts.

• Services account for four out of five jobs in the U.S.

• Services also play a crucial role in the international competitiveness of U.S. firms.


Types of Consumer Products• Convenience Products

– Goods and services that consumers want to purchase frequently, immediately, and with minimal effort.

– Marketers further subdivide the convenience category:• Impulse goods and services are purchased on

the spur of the moment.• Staples are convenience goods and services

that consumers constantly replenish to maintain a ready inventory.

• Emergency goods and services are bought in response to unexpected and urgent needs.


Shopping Products Consumers buy shopping products only after

comparing competing offerings on such characteristics as price, quality, style, and color

Typically cost more than convenience purchases. Include tangible items. Purchaser of a shopping product lacks complete

information prior to the buying trip and gathers information during the buying process.

Features distinguish shopping products: physical attributes, service attributes such as warranties and after-sale service terms, prices, styling, and places of purchase.


Specialty Goods

• Offer unique characteristics.• Typically carry a high price.• Represent well-know brands.• Purchasers know what they want.• Buyer is willing to pay asking price.


Classification of Consumer Products


What classification would you place the product in this commercial in?

Would you agree it falls in the “specialty” product area?


Quality as a Product Strategy

Quality is a key component to a firm’s success in a competitive marketplace.

Total quality Management (TQM)—continually improve products and work processes with the goal of achieving customer satisfaction and world-class performance.

The quality movement is very strong in European countries.

ISO 9002 standards define international criteria for quality management and quality assurance.


ISO standards define criteria for quality management and quality assurance for firms seeking certification.

ISO 9001 2000 QUALITY MANAGEMENT, what are the requirements for becoming certified?

http://praxiom.com/iso-9001-b.htm


The Benchmarking Process


TQM

• Total Quality Management (TQM)—continually improve products and work processes with the goal of achieving customer satisfaction and world-class performance.

• How can a business achieve this “TQM”?– This web site has several ideas.

http://www.goalqpc.com/whatweteach/tqmwheel.asp


Why Firms Develop Lines of Related Products

• Desire to grow.• Enhancing the company’s position.• Optimal use of company resources.• Exploit the product life cycle.


Product Mix

The assortment of product lines and individual product offerings that the company sells. The right blend of product lines and products allows a firm to maximize sales opportunities.

• Product Width-the number of product lines offered.

• Product Length-the number of different products a firm sells.

• Product Depth-variations in each product that a firm markets in its mix.


The Product Life Cycle

Introductory Stage• A firm works to stimulate demand for the new market

entry.• Technical problems are common during the introductory

stage.Growth Stage• Sales volume rises rapidly during the growth stage• Success attracts competitors• A firm may need to make improvements and changes to

a product during this stage.


The Product Life Cycle (2 of 2)

Maturity Stage• Sales or a product category continue to grow• Differences between competing products diminish.

available supplies exceed industry demand for the first time.

• Heavy promotional outlays emphasize any differences that still separate competing products.

Decline Stage• Innovations or shifts in consumer preferences bring

about an absolute decline in industry sales.• Sales fall, profits for the product category decline.• Companies gradually drop the declining items.


Product Life Cycle

“Although the life of different products varies, in general product life cycles are getting shorter. This is partly due to rapidly changing technology--one new invention may make possible many new products that replace old ones.”

Source: toLearn.net/marketing This web site provides a very good overview of PLC.

http://tolearn.net/marketing/


Extend the Product Life Cycle

• Increasing frequency of use or users• Finding new uses for the product• Changing package size, label, or quality.• Purified Ice Cubes, AquaICE by Icerocks, 4

trays of 12 cubes each in plain & flavors, $4 ($.10/cube) 7/06

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