tailieunhanh - Lecture Business: A changing world - Chapter 13: Dimensions of marketing strategy

After reading this chapter, you will be able to: Describe the role of product in the marketing mix, including how products are developed, classified, and identified; define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ; identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage;. | Chapter Thirteen Dimensions of Marketing Strategy ©The McGraw-Hill Companies, 2000 The Steps in Research and Development 13-1 ©The McGraw-Hill Companies, 2000 Idea Develop- ment Screening New Ideas Business Analysis Product Develop- ment Test Marketing Commercial- ization Product Innovation at 3M 13-2 ©The McGraw-Hill Companies, 2000 Classifications of Consumer Products Convenience Products bought frequently without a products lengthy search and bought for immediate consumption. Shopping Products purchased after buyer has products compared competitive products. Specialty Products that the buyer searches for products and makes a special effort to obtain. 13-3 ©The McGraw-Hill Companies, 2000 PepsiCo Product Mix Pepsi-Cola Diet Pepsi Mountain Dew Slice Mug Root Beer Mug Crème All Sport Lipton (Partnership) Aquafina Josta Frappuccino 13-4a ©The McGraw-Hill Companies, 2000 Pepsi-Cola Brands PepsiCo Product Mix Tropicana Pure Premium Juices Tropicana Season’s Best Juices Tropicana Pure . | Chapter Thirteen Dimensions of Marketing Strategy ©The McGraw-Hill Companies, 2000 The Steps in Research and Development 13-1 ©The McGraw-Hill Companies, 2000 Idea Develop- ment Screening New Ideas Business Analysis Product Develop- ment Test Marketing Commercial- ization Product Innovation at 3M 13-2 ©The McGraw-Hill Companies, 2000 Classifications of Consumer Products Convenience Products bought frequently without a products lengthy search and bought for immediate consumption. Shopping Products purchased after buyer has products compared competitive products. Specialty Products that the buyer searches for products and makes a special effort to obtain. 13-3 ©The McGraw-Hill Companies, 2000 PepsiCo Product Mix Pepsi-Cola Diet Pepsi Mountain Dew Slice Mug Root Beer Mug Crème All Sport Lipton (Partnership) Aquafina Josta Frappuccino 13-4a ©The McGraw-Hill Companies, 2000 Pepsi-Cola Brands PepsiCo Product Mix Tropicana Pure Premium Juices Tropicana Season’s Best Juices Tropicana Pure Tropics Juices Tropicana Twister Juice Beverages Dole Juices Fruit Smoothies and Healthy Shakes 13-4b ©The McGraw-Hill Companies, 2000 Tropicana Brands Tropicana 100% Pure Juices Copella Juices Fruvita Juices Hitchcock Juices Kirin-Tropicana Juices Looza Juices Looza Nectars Juice Bowl Juices Juice Bowl Nectars PepsiCo Product Mix Baked Lay’s Brand Potato Crisps Baked Tostitos Brand Tortilla Chips Cheetos Brand Cheese flavored Snacks Chester’s Brand Popcorn Doritos Brand Crackers Doritos Brand Dips Doritos Brand Tortilla Chips Fritos Brand Corn Chips Funyons Brand Onion flavored Rings Grandma’s Brand Cookies Lay’s Brand Potato Chips 13-4c ©The McGraw-Hill Companies, 2000 Frito-Lay Brands Munchos Brand Potato Chips Rold Gold Brand Pretzels Ruffles Brand Potato Chips Santitas Brand Tortilla Chips Smartfood Brand Popcorn Sunchips Brand Multigrain Snacks Tostitos Brand Crackers Tostitos Brand Dip Tostitos Brand Tortilla Chips Baken-ets Brand Fried Pork Skins The Life Cycle of a Product 13-5 .