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Lecture 6

MARK 201 Lecture Notes - Lecture 6: Internal Communications, Customer Satisfaction, Interactive Marketing

Course Code
MARK 201
Ralph Nobel

of 3
Session 6 Key Topics
You may find the following tables and figures from the text to be helpful in studying the material:
Figures 9-1, 9-2, 9-3, 9-5 & 9-6 are important Table 9-1 is important
- Anything that can be offered for attention, acquisition,
use, or consumption to satisfy a need or want
- Physical objects, services, persons, organizations,
ideas, or experiences (memorable & exist only in the
consumer’s mind
I. Consumer Products Classification
a. Convenience products – staples (bought on a regular basis), impulse (purchased without
any planning or search effort), emergency (purchased when the need is urgent)
b. Shopping products – homogeneous, heterogeneous
c. Specialty products
d. Unsought products – regularly unsought & new unsought
II. Industrial Products
III. 3 Levels of Product & Services – core, actual, augmented - Fig 9.1 in text
a. Core customer value, actual product & augmented product
b. Concept & examples
IV. Individual Product and Service Decisions – Fig 9-2
a. attributes – quality, features (optional accessories can assist in enhancing &
differentiating the offer while keeping the base price lower), design & style,
b. product support services (guarantee: general assurance that a product can be returned if
its performance is unsatisfactory versus a warranty: a formal written statement of product
performance that specifies the firm’s liability for replacement/repair of defects),
c. packaging & labeling,
d. branding (name, symbol, design or combination thereof)
V. Product Line Decisions – filling, stretching options (upward, downward or in both directions)
VI. Product Mix Decisions – width, depth, length consistency concepts
a. 4 strategic growth options – add new lines, lengthen existing ones, deepen the mix,
desired consistency
Product mix (assortment): set of all product lines
Width: the number of different product lines the company carries.
Length: the total number of items the company carries within its product lines.
Depth: the number of versions offered of each product in the line
Consistency: how closely the various product lines are in end use, production
requirements, or distribution channels.
VII. Services
a. 4 Characteristics of Service - Fig 9.3
b. Additional marketing strategies for service firms:
i. Service-profit chain
1. Internal service quality
2. Satisfied & productive service employees
3. Greater service value
4. Satisfied & loyal customers
5. Healthy service profits & growth
c. Internal marketing
d. Interactive marketing
e. Service differentiation
VIII. Customer Dissatisfaction
IX. Branding
a. brand concept & promise
b. what makes a brand great: 3 key attributes
i. compelling idea
ii. resolute core purpose & supporting values
iii. central organizational principle – brand position, purpose & values guide
decision-making for the brand
c. Fig 9-5
X. Brand positioning
a. can be done on 3 levels
i. Three levels of positioning: Product attributes (least effective), Benefits, Beliefs
and values (Taps into emotions)
b. must capture what is distinctive about the offering, convey it to the desired target, & allow
them to experience it
c. the role of product superiority and consistency in delivering on the brand promise
d. must also be communicated internally
XI. Selecting & Protecting the Brand Name, Mark, Logo, etc.
a. trademarks & symbols can reflect & assist in promoting the positioning
XII. Why brand
From the buyer’s viewpoint: From the seller’s viewpoint:
Gives personality Basis of product story
Helps find products with desired benefits Gives legal protection
Aids repeat purchase Helps in segmenting markets
Suggests quality of product Symbol of ongoing promise
Can add value to a product
XIII. Brand Sponsorship – 4 Options & their pros & cons