SMG MK 323 Lecture Notes - Lecture 11: Services Marketing, Planet Fitness
11 Oct 2016
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MK 11 Note
Product Strategies
• Complexity of Products
Need to consider all of these.
• Types of consumer products
-Convenience Product: need for everyday
-Shopping Product: fairl epesie, eed to copare ith copetitors’ price to ake the
decision, less infrequent purchase than convenience product
-Specialty product: very expensive and high customer loyal, usually will not choose other brand
-unsought product: products consumers are unaware or are not that interested in
actively pursuing for purchase.
find more resources at oneclass.com
find more resources at oneclass.com
• Product Mix
Imagine when you are shopping online, there are some headings on the top for you to choose,
this first level is product mix. Then when you click each specific heading, you will see a sublist of
items, those are product line.
Product Mix are general category for different kinds of products under specific brand while
product line are specific products under these categories.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Need to consider all of these: types of consumer products. Shopping product: fairl(cid:455) e(cid:454)pe(cid:374)si(cid:448)e, (cid:374)eed to co(cid:373)pare (cid:449)ith co(cid:373)petitors" price to (cid:373)ake the decision, less infrequent purchase than convenience product. Specialty product: very expensive and high customer loyal, usually will not choose other brand. Unsought product: products consumers are unaware or are not that interested in actively pursuing for purchase: product mix. Imagine when you are shopping online, there are some headings on the top for you to choose, this first level is product mix. Then when you click each specific heading, you will see a sublist of items, those are product line. Product mix are general category for different kinds of products under specific brand while product line are specific products under these categories. Brand extension: horizontal extension = product mix extension. Brand delusion: brand dilution is the weakening of a brand though its overuse. This frequently happens as a result of ill-judged brand extension.
