Bài giảng Marketing - Chapter 11

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No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 11-3LO 11-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 11, YOU SHOULD BE ABLE TO:LO 11-1Explain the product life-cycle concept.Identify the ways that marketing executives manage a product’s life cycle.Recognize the importance of branding and alternative branding strategies.LO 11-4Describe the role of packaging, labeling, and warranties in the marketing of a product.11-*GATORADE: BRINGING SCIENCE TO SWEAT TO WIN FROM WITHINCreating the Gatorade BrandBuilding the Gatorade Brand11-*FIGURE 11-1 How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions11-*FIGURE 11-1A Stages of the product life cycle and its total industry sales and total industry profit11-*FIGURE 11-1B How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions11-*CHARTING THE PRODUCT LIFE CYCLEINTRODUCTION STAGELO 11-1Product Life CyclePrimary DemandSelective DemandSkimming PricingPenetration PricingTrial11-*FIGURE 11-2 Product life cycle for the stand-alone fax machine for business use: 1970-201411-*CHARTING THE PRODUCT LIFE CYCLEGROWTH STAGELO 11-1Rapid Sales GrowthRepeat PurchasersNew FeaturesBroad DistributionMore Competitors11-*CHARTING THE PRODUCT LIFE CYCLEMATURITY STAGELO 11-1Product DifferentiationFewer CompetitorsIndustry/Product Sales SlowProfit Declines11-*CHARTING THE PRODUCT LIFE CYCLEDECLINE STAGELO 11-1DeletionHarvestingIndustry/Product Sales DropEnvironmental Changes11-*Chevy Spark and Amazon Kindle  Which stage of the product life cycle?LO 11-111-*Soft Drinks and Fax Machines  Which stage of the product life cycle?LO 11-111-*MARKETING MATTERSWill E-mail Spell Extinction for Fax Machines?LO 11-111-*CHARTING THE PRODUCT LIFE CYCLEFOUR ASPECTS OF THE PRODUCT LIFE CYCLELO 11-1Length of the Product Life CycleShape of the Product Life CycleGeneralized Life CycleHigh-LearningProductFashionProductFadProductLow-Learningproduct11-*FIGURE 11-3 Alternative product life cycle curves based on product types11-*CHARTING THE PRODUCT LIFE CYCLEFOUR ASPECTS OF THE PRODUCT LIFE CYCLELO 11-1The Product Level: Class and FormProduct ClassProduct Form11-*FIGURE 11-4 Prerecorded music product life cycles by product form11-*CHARTING THE PRODUCT LIFE CYCLEFOUR ASPECTS OF THE PRODUCT LIFE CYCLELO 11-1The Life Cycle and ConsumersDiffusion of InnovationInnovatorsEarly AdoptersEarly MajorityLate MajorityLaggards11-*FIGURE 11-5 Five categories and profiles of product adopters (diffusion of innovation)11-*CHARTING THE PRODUCT LIFE CYCLEFOUR ASPECTS OF THE PRODUCT LIFE CYCLELO 11-1The Life Cycle and ConsumersBarriers to AdoptionUsageValueRiskPsychological11-*MANAGING THE PRODUCT LIFE CYCLEROLE OF THE PRODUCT/BRAND MANAGERLO 11-2CDIBDIProduct Life CycleMarketing Program ImplementationNew Product DevelopmentData AnalysisResponsible for the Following:11-*USING MARKETING DASHBOARDSKnowing Your CDI and BDILO 11-2Category Development Index (CDI) and Brand Development Index (BDI)11-*MANAGING THE PRODUCT LIFE CYCLEMODIFYING THE PRODUCT OR MARKETLO 11-2Product ModificationProductBundlingNewCharacteristicsMarket ModificationFinding NewCustomersIncreasing aProduct’s UseCreating a NewUse SituationDockersAd11-*MANAGING THE PRODUCT LIFE CYCLEREPOSITIONING THE PRODUCTLO 11-2Product RepositioningReaching a New MarketReacting to a Competitor’s PositionCatching a Rising TrendChanging the Value OfferedTrading UpTrading DownDownsizing11-*MAKING RESPONSIBLE DECISIONSConsumer Economics of Downsizing—Got Less, Pay MoreLO 11-2Price for both is the same!11-*BRANDING AND BRAND MANAGEMENTLO 11-3BrandingBrand NameLogotype (Logo)Product CounterfeitingTrade NameTrademark®™SM11-*BRANDING AND BRAND MANAGEMENT BRAND PERSONALITY AND BRAND EQUITYLO 11-3Brand PersonalityBrand EquityProvides a Competitive AdvantageConsumers Willing to Pay a Higher Price11-*FIGURE 11-6 The customer-based brand equity pyramid11-*BRANDING AND BRAND MANAGEMENT BRAND PERSONALITY AND BRAND EQUITYLO 11-3Creating Brand EquityDevelop Positive Brand AwarenessEstablish a Brand’s MeaningElicit the Proper Consumer ResponseCreate Intense Brand Loyalty11-*BRANDING AND BRAND MANAGEMENT BRAND PERSONALITY AND BRAND EQUITYLO 11-3Valuing Brand EquityProvides a Financial AdvantageBrand Licensing11-*BRANDING AND BRAND MANAGEMENT PICKING A GOOD BRAND NAMELO 11-3Should Suggest Product BenefitsShould Fit the Company or Product ImageShould Be Memorable and PositiveShould Have No Legal/Regulatory RestrictionsShould Be Simple and EmotionalShould Have Positive Phonetics/Semantics11-*MARKETING INSITEHave an Idea for a Brand Name? Check First!LO 11-311-*FIGURE 11-7 Alternative branding strategies11-*BRANDING AND BRAND MANAGEMENT BRANDING STRATEGIESLO 11-3Multiproduct Branding(Family or Corporate Branding)Product Line ExtensionsSubbrandingBrand ExtensionsCo-Branding11-*BRANDING AND BRAND MANAGEMENT BRANDING STRATEGIESLO 11-3MultibrandingFighting BrandsPrivate Branding (Private Labeling or Reseller Branding)Mixed Branding11-*Kimberly-Clark’s Huggies  Which branding strategy is used?LO 11-311-*Black & Decker and Dewalt Tools  Which branding strategy does each use?LO 11-311-*PACKAGING AND LABELING PRODUCTS CUSTOMER VALUE AND COMPETITIVE ADVANTAGELO 11-4PackagingLabelCommunication BenefitsFunctional BenefitsPerceptual Benefits11-*MARKETING MATTERSPez Heads Dispense More Than CandyLO 11-411-*PACKAGING AND LABELING PRODUCTS CHALLENGES AND RESPONSESLO 11-4Environmental ConcernsHealth, Safety, and Security IssuesCost ReductionConnecting with CustomersShelf Life11-*PRODUCT WARRANTYLO 11-4WarrantyExpress WarrantiesLimited Coverage WarrantiesFull WarrantiesImplied Warranties11-*P&G’S SECRET DEODORANT: FINDING INSPIRATION IN PERSPIRATIONVIDEO CASE 1111-*