Service With Tangible Pure Good With Hybrid Offer Accompanyin g Minor Tangible Accompanyin Goods Good g Services Soap Pure Service Auto With Airline Trip Accompanyin Restaurant With Doctor’s g Repair Accompanyin Exam Services g Snacks
Product Quality Ability of a Product to Perform Its Functions; Includes Level & Consistency Product Features Differentiates the Product from Competitors’ Products Product Style & Design Process of Designing a Product’s Style & Usefulness
Acquired Companies Original Products Acquired Patents Product Improvements Acquired Licenses Product Modifications New Brands
1. Develop New Product Ideas into Alternative Detailed Product Concepts Product Image is the Way Consumers Perceive an Actual or Potential Product 2. Concept Testing - Test the New-Product Concepts with Groups of Target Customers 3. Choose the One That Has the Strongest Appeal to Target Customers
If No, Eliminate Product Concept If Yes, Move to Product Development
Sales and Profits Over the Product’s Life From Inception to Demise
Cost-Plus Ethical Pricing is an Approach That Adds a Standard Markup to the Cost of the Product Simplest Pricing Method Ignores Current Demand & Competition
Reta il $1 00. 0 Cos 0 t $ 3. 00 Considers the psychology of prices and not simply the economics. Customers use price less when they can judge quality of a product. Price becomes an important quality signal when customers can’t judge quality; price is used to say something about a product.
Loss Leaders Temporarily Pricing Products Below List Price Through: Special-Event Pricing Cash Rebates Low-Interest Financing Longer Warranties Free Maintenance Discounts
Why? Excess Capacity Cost Inflation Falling Market Share Overdemand: Company Can’t Supply All Customers’ Needs Dominate Market Through Lower Costs
Store Description
Скачать презентацию Service With Tangible Pure Good With Hybrid Offer
f35c39df0832f316bf75e085ebbf1ecf.ppt