Principles of marketing: Lecture 20
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MGT301
Principles of Marketing
Lecture20
Summary
of
Lecture19
Marketing Mix
4 Ps
Levels of Products
Augmented
Augmented
Product
Product
Installation
Packaging
Brand
Name
Delivery
& Credit
Quality
Level
Core
Core
Benefit
Benefit
or
or
Service
Service
Features
Design
Warranty
Actual
Actual
Product
Product
Core
Core
Product
Product
AfterSale
Service
Product Classifications
Today’s Topics
Product
Augmented Product
Augmented Product
Installation
Packaging
Brand
Name
Delivery
& Credit
Quality
Level
Core
Core
Benefit or
Benefit or
Service
Service
Features
Design
Warranty
Actual Product
Actual Product
Core Product
Core Product
After
Sale
Service
Individual Product Decisions
Product Attributes
Branding
Labeling
Packaging
Product Support Services
Product Attributes
Developing a Product or Service Involves Defining the Benefits
that it Will Offer
Quality
Quality
Features
Features
Design
Design
Product Attribute
Decisions
Product
Product Quality
Quality
Ability
Ability of
of aa Product
Product to
to Perform
Perform Its
Its
Functions;
Functions; Includes
Includes Level
Level &
&
Consistency
Consistency
Product
Product Features
Features
Help
Help to
to Differentiate
Differentiate the
the Product
Product from
from
Those
Those of
of the
the Competition
Competition
Product
Product Style
Style
&
& Design
Design
Process
Process of
of Designing
Designing aa Product’s
Product’s Style
Style
&& Function
Function
Product
Product
Quality
Quality
Ability of a Product to Perform Its
Functions; Includes Level & Consistency
Product
Product
Features
Features
Help to Differentiate the Product from
Those of the Competition
Product
Product
Design
Design
Process of Designing a Product’s Style &
Design
Branding
Brand
A name, term, sign, symbol, or design, or a combination of these,
intended to identify the goods or services of one seller or group
of sellers and to differentiate them from those competitors
What is a Brand?
It’s who you are...and what you stand for.
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Anthro po lo g y
P&E
Animal
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Children’s
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Clas s ic al
Mus ic
Kno wle dge
TV
Ovatio n
K IDS
CIVILIZATION
Classic Arts
Showcase
Bo o kne t
EOP
New Science
Network
C-SP AN
DIYArts & An tiq u e s
Mus e um
Channe l
SC IENC E
No g g in
Theater
Channel
BLOOMBERG
NEW S INFOR MATION
Trave l
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