Core 6e Ch09ppt r1

Marketing: The Core 6e MGH
Sean M. Keyani MKT304; David Nazarian College of Business and Economics

APPLES NEW-PRODUCT
INNOVATION MACHINE
Apple CarPlay
Ad

9-2
WHAT ARE PRODUCTS AND SERVICES?
A LOOK AT GOODS, SERVICES, AND IDEAS
Products Services
Goods
Nondurable
Goods
Ideas
Durable
Goods

9-3
FIGURE 9-1 Services now contribute about
twice the value to the U.S. gross domestic
product than goods do

FIGURE 9-A The service continuum shows
how offerings can vary in their balance of
products and services

9-5
CLASSIFYING PRODUCTS
Consumer Products
Business Products

9-6
Consumer Products
Convenience Products
Shopping Products
Specialty Products
Unsought Products

9-7
FIGURE 9-2 How a consumer product is
classified affects which products
consumers buy and the marketing strategies
used

9-8
Business Products
Derived Demand
Components
Support Products
Installations Supplies
Accessory Industrial
Equipment Services
9-9
CLASSIFYING SERVICES
Delivery by People or Equipment
Delivery by Business Firms or

Nonprofit Organizations
Delivery by Government Agencies

9-10
FIGURE 9-3 Services can be classified as
equipment-based or people-based

9-11
THE UNIQUENESS OF SERVICES
Four Is of Services
Intangibility Inseparability
Inconsistency Inventory
Idle Production Capacity
Product/Service Offering
Core Supplementary
9-12
Assessing and Improving

Service Quality
Gap Analysis compare expectations to
the actual experience
Monitoring Service Failure
Use market research to improve

9-13
Customer Contact Audits
Service Encounters
Customer Contact Audit
A Customers Car Rental Activities

9-14
FIGURE 9-B Customer contact audit for a
car rental agency (green boxes = customer
activity; orange boxes = employee activity)
Hertz Ad

9-15
PRODUCT CLASSES, FORMS, ITEMS, LINES, AND MIXES
Product Item
Stock Keeping Unit (SKU)
Product Line
Product Mix

9-16
PRODUCT CLASSES, FORMS, ITEMS, LINES, AND MIXES
Product Class (Industry

where product belongs)
Product Form (Different

shapes, types)
Crapola Ad

9-17
MARKETING MATTERS
Feature Bloat: Geek Squad to the Rescue!
Geek Squad
Video

9-18
NEW PRODUCTS AND WHY
THEY SUCCEED OR FAIL
WHAT IS A NEW PRODUCT?
Newness:
Compared to Existing Products
Playstation Video

9-19
Newness: The Consumers Perspective
Continuous Innovation
Dynamically Continuous Innovation
Discontinuous Innovation
Newness in Legal Terms

9-20
FIGURE 9-4 The degree of newness in a
new product affects the amount of learning
effort consumers exert to use the product

9-21
Newness: The Organizations Perspective
Product Line Extension
Jump in Innovation

9-22
Newness: The Organizations Perspective
Brand Extension
True Innovation

9-23
Product Line Extensions
Example:
Purina Elegant Medleys
What are the potential benefits and
dangers of product line extensions?
Purina Web site

9-24
FIGURE 9-C What it takes to launch one
commercially successful new product

9-25
FIGURE 9-D What separates new-product
winners and losers

9-26
WHY PRODUCTS & SERVICES SUCCEED OR FAIL
Marketing Reasons for New-Product Failures
Insignificant Points of Difference
Incomplete Market and Product Protocol

Before Product Development Starts
Not Satisfying Customer Needs on
Critical Factors
No Economical Access to Buyers

9-27
Marketing Reasons for New-Product Failures
Bad Timing
Poor Product Quality
Poor Execution of the Marketing Mix
Too Little Market Attractiveness

9-28
What Were They Thinking? Organizational

Problems in New-Product Failure
Not Listening to the Voice of the Consumer
Skipping Stages in the New-Product Process
Marketing a Poorly Conceived Product Too Quickly
Encountering Groupthink in Meetings
Not Learning Lessons From Past Failures
Avoiding the NIH Problem

9-29
Fingos & Thirsty Dog/Thirsty Cat
Why did these products fail?

9-30
Monster in My Room and Life Saver
Why did these products fail?

9-31
USING MARKETING DASHBOARDS
Which States are Underperforming?
Annual Percent Change in Unit Volume by State
Change in Growth
< 0% 0 to 10% > 10%
9-32
FIGURE 9-5 Seven stages in the new-
product process leading to success

9-33
THE NEW-PRODUCT PROCESS
STAGE 1: NEW-PRODUCT STRATEGY DEVELOPMENT
New-Product Process
Stage Gate Process
New-Product Strategy Development

Strategic Role Defined
SWOT Analysis/Scanning Conducted
Protocol Defined
Service Development Difficult
9-34
FIGURE 9-E Strategic roles of most
successful new products

9-35
STAGE 2: IDEA GENERATION
Idea Generation
Open Innovation
Employee and Co-Worker Suggestions
Customer and Supplier Suggestions

Crowdsourcing Life is Good

9-36
Research & Development Laboratories
Industrial Design
IDEO Gourmet
Caf Salad Packaging
Outside Labs

9-37
Competitive Products EPS Whole

Tree Havester
Smaller Firms
Universities
Inventors
9-38
STAGE 3: SCREENING AND EVALUATION
Screening and Evaluation
Internal Approach
Customer Experience Management (CEM)
External Approach
Concept Tests

9-39
STAGE 4: BUSINESS ANALYSIS
Business Analysis
Prototype
Business Fit
Capacity Management Google Driverless Car
Off-Peak Pricing
9-40
STAGE 5: DEVELOPMENT
Development
Example: Googles Driverless Car
Service Encounters and Delivery
Safety Tests

9-41
STAGE 6: MARKET TESTING
Market Testing
Test Marketing
Standard Test Markets
Controlled Test Markets
Simulated Test Markets (STMs)
When Test Markets Dont Work

9-42
STAGE 7: COMMERCIALIZATION
Commercialization
Regional Rollouts
Burger Kings French Fries
Risks with Grocery Products
Slotting Fee
Failure Fee
9-43
STAGE 7: COMMERCIALIZATION
Speed as a Factor in New-Product Success
Time to Market (TtM)
Parallel Development
Fast Prototyping
9-44
Product
A product is a good, service,

or idea consisting of a bundle of
tangible and intangible attributes
that satisfies consumers needs
and is received in exchange for
money or something else of value.

9-45
Services
Services are the intangible

activities or benefits that an
organization provides to satisfy
consumers needs in exchange
money or something else of value.

9-46
Consumer Products
Consumer products are products

purchased by the ultimate
consumer.

9-47
Business Products
Business products are products

organizations buy that assist in
providing other products for
resale. Also called B2B products
or industrial products.

9-48
Four Is of Services
The four Is of services consists

of the four unique elements that
distinguish services from goods:
intangibility, inconsistency,
inseparability, and inventory.

9-49
Idle Production Capacity
Idle production capacity occurs

when the service provider is
available but there is no demand
for the service.

9-50
Product Item
A product item is a specific

product that has a unique brand,
size, or price.

9-51
Product Line
A product line is a group of product

or service items that are closely
related because they satisfy a class
of needs, are used together, are sold
to the same customer group, are
distributed through the same outlets,
or fall within a given price range.

9-52
Product Mix
A product mix consists of all of

the product lines offered by an
organization.

9-53
New-Product Process
The new-product process

consists of the seven stages an
organization goes through to
identify business opportunities
and convert them to salable
products or services.

9-54
Customer Experience Management
(CEM)
Customer experience
management (CEM) is the
process of managing the entire
customer experience within the
firm.

9-55

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Marketing: The Core 6e MGH

Sean M. Keyani MKT304; David Nazarian College of Business and Economics

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Delivery by People or Equipment

Delivery by Business Firms or

Delivery by Government Agencies

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Idle Production Capacity

Assessing and Improving

Marketing: The Core 6e MGH

Customer Contact Audits

Customer Contact Audit

A Customers Car Rental Activities

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Stock Keeping Unit (SKU)

Marketing: The Core 6e MGH

Product Class (Industry

Product Form (Different

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Compared to Existing Products

Marketing: The Core 6e MGH

Newness: The Consumers Perspective

Dynamically Continuous Innovation

Newness in Legal Terms

Marketing: The Core 6e MGH

Newness: The Organizations Perspective

Product Line Extension

Marketing: The Core 6e MGH

Newness: The Organizations Perspective

Marketing: The Core 6e MGH

Purina Web site

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing Reasons for New-Product Failures

Insignificant Points of Difference

Incomplete Market and Product Protocol

No Economical Access to Buyers

Marketing Reasons for New-Product Failures

Poor Product Quality

Poor Execution of the Marketing Mix

Too Little Market Attractiveness

Marketing: The Core 6e MGH

What Were They Thinking? Organizational

Skipping Stages in the New-Product Process

Marketing a Poorly Conceived Product Too Quickly

Encountering Groupthink in Meetings

Not Learning Lessons From Past Failures

Avoiding the NIH Problem

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

New-Product Strategy Development

Marketing: The Core 6e MGH

Employee and Co-Worker Suggestions