Fundamentals of Marketing - Oxford University (Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti)
Chapter 6: Proposition and Branding Decisions
English Summary Fundamentals of Marketing , ISBN: 9780198748571 Marketing HAN
Summary Micro Business Environment - Marketing - Chapters 1, 2, 4, 5, 6, 7, 10 of The Fundamentals of Marketing
Micro environment marketing & management
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International Business Administration
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PART 3: IMPLEMENTING THE MARKETING MIX
CHAPTER 6: PROPOSITIONS & BRANDING DECISIONS
Three Product Levels:
The core proposition – refers to the real core benefit or service. This may be a
functional benefit in terms of what the product will do, or it may be an emotional
benefit in terms of how the product or service makes people feel.
The embodied proposition – consists of the physical good or service that provides
an expected benefit. It consists of many factors, for example the features and
capabilities, its durability, design,
packaging, and brand name.
The augmented proposition – consists of
the embodied product plus all those other
factors that are necessary to support the
purchase and any post-purchase activities.
- For example, credit and finance,
training, delivery, installation,
guarantees, and the overall
perception of customer service.
Types of Consumer Products:
Durable goods – reflect a purchaser’s high level of involvement in the purchase
decision.
Non-durable goods – reflect low levels of involvement by buyers who are not
concerned which particular product they buy. E.g. food and grocery items.
Convenience Products – non-durable goods or services bought because the
consumer does not want to put very much effort.
Shopping Products – not bought frequently so consumers do not always have
sufficient up-to-date information in order to make a buying decision. The purchase of
furniture, electrical appliances and mobile phones all require some search for
information, if only to find out about the latest features.
Speciality Products – represent high risk, are very expensive and are bought
infrequently, often only once.
Unsought Products – a group of products which people do not normally anticipate
buying or indeed want to buy. e.g. water meters.
, PART 3: IMPLEMENTING THE MARKETING MIX
CHAPTER 6: PROPOSITIONS & BRANDING DECISIONS
Types of Business Products
Equipment Goods – concern the everyday operations of the organization; capital
equipment goods and accessory equipment goods.
Raw Materials – the basic materials that are used in order to produce finished
goods.
Semi-Finished Goods – raw materials that have been converted into a temporary
state.
Maintenance, Repair, and Operating (MRO) – are products, other than raw
materials, such as nuts and bolts, light bulbs, and cleaning supplies, are used to
ensure that the organization is able to continue functioning.
Component Parts – are finished, complete parts bought from other organizations
that are then incorporated directly into the finished product.
Business Services – intangible services used to enhance the operational aspects of
the organizations.
Product Lifecycles
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