Chapter 6 ("Creating Offerings") Flashcards
Different types of consumer offerings:
Convenience
Low involvement, low risk.
Little perceived difference among brands.
例）歯磨き粉
Different types of consumer offerings:
Shopping
Higher involvement, higher risk.
Consumers perceive differences between offerings and seek the best one.
Consumers are very brand conscious.
例）車、パソコン
Different types of consumer offerings:
Specialty
Highly differentiated offerings.
Available through limited channels.
Brands perceived of as very different from each other.
例）Harley Davidson.
Different types of consumer offerings:
Unsought
Do not want to shop for until needed.
例）葬式。car towing.
Product line, depth, width
Product line: Group of closely-related offerings that typically share technology platform.
例）iPod, iPod nano, iPod shuffle
Depth: The number of offerings within a product line.
例）iPodは３。（iPod, iPod nano, iPod shuffle)
Width: The number of different product lines that a company has.
例）アップルは５。(ラップトップ、パソコン、携帯、タブレット、mp3プレイヤー）
line extension
When a new similar product is added to a product line.
例）Ipod shuffleとIpod nanoが登場した時
Line extensions are important when a product line becomes mature, since they can serve to re-invigorate and draw new interest to the product line.
例）マウスウォッシュ業界。もうmatureしているから定期的に新商品を出している。
cannibalization
When a firm’s new offerings begins to take sales away from that firm’s existing offerings.
Branding and Packaging
A brand’s identity and benefits are not just communicated by the brand name alone. Rather, the product’s packaging also plays a major role in communicating the brand.
例）コーラのボトル。
Packaging units
Primary packaging
Secondary packaging
Tertiary(第三の） packaging
Primary packaging holds a single RETAIL UNIT of a product.
例）a bottle of coke
Secondary packaging holds a single WHOLESALE UNIT of a product.
例）a case of bottles of Coke
Tertiary packaging is packaging designed specifically for shipping and efficiently handling large quantities.
例）a pallet of cases of Coke.
