Chapter 6 ("Creating Offerings") Flashcards Preview

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Flashcards in Chapter 6 ("Creating Offerings") Deck (9)
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1

Different types of consumer offerings:

Convenience

Low involvement, low risk.
Little perceived difference among brands.

例)歯磨き粉

2

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

3

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.

4

Different types of consumer offerings:

Unsought

Do not want to shop for until needed.

例)葬式。car towing.

5

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)

6

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。

7

cannibalization

When a firm's new offerings begins to take sales away from that firm's existing offerings.

8

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。

9

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.