Page 12 - Marketing Management
P. 12
Expanding Total Market Demand 301 Product and Services Differentiation 328
Protecting Market Share 302 Product Differentiation 329
Increasing Market Share 304 Services Differentiation 330
Other Competitive Strategies 305 Design 332
Market-Challenger Strategies 305 Product and Brand Relationships 333
Market-Follower Strategies 307
Market-Nicher Strategies 308 MARKETING INSIGHT Marketing Luxury
Brands 334
MARKETING MEMO Niche Specialist The Product Hierarchy 336
Roles 309
Product Systems and Mixes 336
Product Life-Cycle Marketing Product Line Analysis 337
Strategies 310 Product Line Length 337
Product Life Cycles 310 MARKETING INSIGHT When Less Is
Style, Fashion, and Fad Life Cycles 311 More 339
Marketing Strategies: Introduction Stage and Product Mix Pricing 342
the Pioneer Advantage 312
Marketing Strategies: Growth Stage 313 Co-Branding and Ingredient
344
Branding
Marketing Strategies: Maturity Stage 313
Marketing Strategies: Decline Stage 315 MARKETING MEMO Product-Bundle Pricing
Considerations 344
MARKETING INSIGHT Managing a Brand
Crisis 316 Packaging, Labeling, Warranties, and
Evidence for the Product Life-Cycle Guarantees 346
Concept 316 Packaging 346
Critique of the Product Life-Cycle Labeling 348
Concept 317 Warranties and Guarantees 349
Market Evolution 317 Summary 349
Marketing in an Economic Applications 350
Downturn 318
Explore the Upside of Increasing
Investment 318
Get Closer to Customers 318 CHAPTER 13 Designing and Managing
Review Budget Allocations 319 Services 354
Put Forth the Most Compelling Value The Nature of Services 355
Proposition 319 Service Industries Are Everywhere 356
Fine-tune Brand and Product Categories of Service Mix 356
Offerings 320
Distinctive Characteristics of Services 358
Summary 320
The New Services Realities 361
Applications 321 A Shifting Customer Relationship 362
Achieving Excellence in Services
PART 5 Shaping the Market Marketing 365
Marketing Excellence 365
Offerings 324 Best Practices of Top Service
Companies 366
Differentiating Services 368
CHAPTER 12 Setting Product Strategy 324
MARKETING INSIGHT Improving Company
Product Characteristics and Call Centers 369
Classifications 325 Managing Service Quality 370
Product Levels: The Customer-Value
Hierarchy 326 MARKETING MEMO Recommendations for
Product Classifications 327 Improving Service Quality 372
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