Core 6e Ch10ppt r1

Marketing: The Core 6e MGH
Sean M. Keyani MKT304; David Nazarian College of Business and Economics

FIGURE 10-1 How stages of the product life
cycle relate to a firms marketing objectives
and marketing mix actions

10-2
FIGURE 10-1A Stages of the product life
cycle and its total industry sales and total
industry profit

10-3
FIGURE 10-1B How stages of the product
life cycle relate to a firms marketing
objectives and marketing mix actions

10-4
CHARTING THE PRODUCT LIFE CYCLE
INTRODUCTION STAGE
Product Life Cycle

Stimulate Trial
Primary Demand
Selective Demand
Skimming Strategy
Penetration Pricing
10-5
FIGURE 10-2 Product life cycle for the
stand-alone fax machine for business use:
1970-2014

10-6
GROWTH STAGE
Rapid Sales Growth
More Competitors
Repeat Purchasers
New Features
Broad Distribution
Kindle

10-7
MATURITY STAGE
Industry/Product
Sales Slow
Profit Declines
Product Differentiation Pepsi Max

Video
Fewer Competitors
10-8
DECLINE STAGE
Industry/Product
Sales Drop
Environmental Changes
Deletion
Harvesting
10-9
MARKETING MATTERS
Will E-Mail Spell Extinction for Fax Machines?

10-10
THREE ASPECTS
Length of the Product Life Cycle
Shape of the Product Life Cycle

Generalized Life Cycle
High-Learning Fashion
Product Product
Low-Learning Fad
product Product
10-11
FIGURE 10-3 Alternative product life cycle
curves based on product types

10-12
THREE ASPECTS
The Life Cycle and Consumers
Diffusion of Innovation
Innovators Late Majority
Early Adopters Laggards
Early Majority

10-13
FIGURE 10-4 Five categories and profiles of
product adopters (diffusion of innovation)

10-14
FOUR ASPECTS
The Life Cycle and Consumers
Barriers to Adoption
Usage
Value
Risk
Psychological

10-15
MANAGING THE PRODUCT LIFE CYCLE
ROLE OF A PRODUCT MANAGER
Product/Brand Manager Responsibilities
Product Life Cycle
New Product Development
Marketing Program Implementation
Data Analysis
CDI BDI
10-16
USING MARKETING DASHBOARDS
Knowing Your CDI and BDI
Category Development Index (CDI) and Brand Development Index (BDI)

10-17
MODIFYING THE PRODUCT OR MARKET
Product Modification
Product New
Bundling Characteristics
Market Modification
Finding New Increasing a
Customers Products Use
Dockers
Ad
Creating a New
Use Situation
10-18
REPOSITIONING THE PRODUCT
Product Repositioning
Reacting to a Competitors Position
Reaching a New Market
Catching a Rising Trend

10-19
REPOSITIONING THE PRODUCT
Changing the Value Offered
Trading Up
Trading Down
Downsizing

10-20
MAKING RESPONSIBLE DECISIONS
Consumer Economics of Downsizing
Get Less, Pay More

10-21
BRANDING AND BRAND MANAGEMENT
Branding
Brand Name
Logotype (Logo)

10-22
BRAND PERSONALITY AND BRAND EQUITY
Brand Personality
Brand Equity
Provides a Competitive Advantage
Dr. Pepper Ad
Consumers Willing to Pay a Premium

10-23
FIGURE 10-5 The customer-based brand
equity pyramid

10-24
Creating Brand Equity
Develop Positive Brand Awareness
Establish a Brands Meaning
Elicit the Proper Response
Create Intense Brand Loyalty

10-25
Valuing Brand Equity
Provides a Financial Advantage
Brand Licensing

10-26
PICKING A GOOD BRAND NAME
Should Suggest Product Benefits
Should Be Memorable and Positive
Should Fit the Company or Product Image
Should Have No Legal or Regulatory

Restrictions
Should Be Simple and Emotional

10-27
FIGURE 10-6 Alternative branding strategies

10-28
BRANDING STRATEGIES
Multiproduct Branding
(Family or Corporate Branding)
Product Line Extensions
Subbranding
Brand Extension
Co-Branding
10-29
BRANDING STRATEGIES
Multibranding
Fighting Brands
Private Branding (Private Labeling

or Reseller Branding)
Mixed Branding

10-30
Kimberly-Clarks Huggies
What branding strategy is used?
Huggies Video

10-31
PACKAGING AND LABELING PRODUCTS
CREATING CUSTOMER VALUE AND
COMPETITIVE ADVANTAGE
Packaging Label
Communication Benefits
Functional Benefits
Perceptual Benefits

10-32
MARKETING MATTERS
Creating Customer Value Through Packaging
Pez Heads Dispense More Than Candy
Pez Web site

10-33
PACKAGING AND LABELING PRODUCTS
PACKAGING AND LABELING
CHALLENGES AND RESPONSES
Connecting with Customers
Environmental Concerns
Health, Safety, and Security Issues

Shelf Life
Cost Reduction
10-34
MANAGING THE MARKETING OF SERVICES
THE SEVEN Ps OF SERVICES
Seven Ps of Services Marketing
Product (Service)
Branding
Price
Off-Peak Pricing
10-35
Place (Distribution)
Promotion
Publicity
Public Service Announcements (PSAs)

10-36
People
Customer Experience Management (CEM)
Physical Environment
Process
Capacity Management
10-37
Product Life Cycle
A product life cycle describes the

stages a new product goes
through in the marketplace:
introduction, growth, maturity,
and decline.

10-38
Branding
Branding is a marketing decision

in which an organization uses a
name, phrase, design, or symbols,
or combination of these to identify
its products and distinguish them
from those of competitors.

10-39
Brand Name
A brand name is any word, device

(design, shape, sound,
or color), or combination of these
used to distinguish a sellers
goods or services.

10-40
Brand Personality
Brand personality is a set of

human characteristics associated
with a brand name.

10-41
Brand Equity
Brand equity is the added value

a brand name gives to a product
beyond the functional benefits
provided.

10-42
Multiproduct Branding
Multiproduct branding is a
branding strategy in which a
company uses one name for all
its products in a product class.

10-43
Multibranding
Multibranding is a branding
strategy that involves giving each
product a distinct name when
each brand is intended for a
different market segment.

10-44
Seven Ps of Services Marketing
The seven Ps of services marketing

is an expanded marketing mix for
services that includes the four Ps
(product, price, promotion, and place
or distribution) as well as people,
physical environment, and process.

10-45
Off-Peak Pricing
Off-peak pricing involves

charging different prices during
different times of the day or during
different days of the week to
reflect variations in demand for
the service.

10-46
Capacity Management
Capacity management
integrates the service component
of the marketing mix with efforts
to influence consumer demand.

10-47

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Marketing: The Core 6e MGH

Sean M. Keyani MKT304; David Nazarian College of Business and Economics

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Product Life Cycle

Marketing: The Core 6e MGH

Rapid Sales Growth

Marketing: The Core 6e MGH

Product Differentiation Pepsi Max

Marketing: The Core 6e MGH

Length of the Product Life Cycle

Shape of the Product Life Cycle

Marketing: The Core 6e MGH

The Life Cycle and Consumers

Innovators Late Majority

Early Adopters Laggards

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

The Life Cycle and Consumers

Marketing: The Core 6e MGH

Product/Brand Manager Responsibilities

Product Life Cycle

New Product Development

Marketing Program Implementation

Marketing: The Core 6e MGH

Reaching a New Market

Catching a Rising Trend

Marketing: The Core 6e MGH

Changing the Value Offered

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Provides a Competitive Advantage

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Creating Brand Equity

Develop Positive Brand Awareness

Establish a Brands Meaning

Elicit the Proper Response

Create Intense Brand Loyalty

Marketing: The Core 6e MGH

Valuing Brand Equity

Provides a Financial Advantage

Marketing: The Core 6e MGH

Should Suggest Product Benefits

Should Be Memorable and Positive

Should Fit the Company or Product Image

Should Have No Legal or Regulatory

Should Be Simple and Emotional

Marketing: The Core 6e MGH

Product Line Extensions

Private Branding (Private Labeling

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Pez Web site

Marketing: The Core 6e MGH

Connecting with Customers

Health, Safety, and Security Issues

Seven Ps of Services Marketing

Public Service Announcements (PSAs)

Marketing: The Core 6e MGH

Customer Experience Management (CEM)