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Chapter 9 Design & Managing Products
Design & Managing products
32
Management
Undergraduate 3
10/27/2012

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Term
What is a Product?
Definition
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
Term
Product Levels
Definition
The Core product
Supporting Products
Facilitating Products
Term
Core Product
Definition
What the buyer is really buying
Term
Facilitating
Definition
Good or services that must be present for the guest to use the core product.
Term
Supporting Products
Definition
Extra products offered to add value to the core product & help differentiate it from the competition.
Term
Augmented products
Definition
The additional consumer services & benefits built around the actual product.
Term
Customer interaction with the service delivery system
Definition
--Joining Stage
--Consumption Phase
--Detachment phase
Term
Joining Stage
Definition
Customer makes the initial inquiry contact
Term
Consumption phase
Definition
takes place when the service is consumed
Term
Detachment phase
Definition
when the customer is through using a product & departs.
Term
Customer interaction w/ other customers
Definition
Hospitality organizations must manage the interaction of customers to ensure that some do not negatively affect the experience of others
Term
Customer production
Definition
---Increase Capacity
---Improve customer satisfaction
---Reduce costs
Term
Brand
Definition
A brand is a name, term, sign symbol, design, or a combination, of these elements that is intended to identify the goods or services of a seller & differentiate them from competitors.
Term
Conditions Support Branding
Definition
--Product is easy to identify
--Perceived as best value for the price
--Quality & standards are easy to maintain
--The demand for the product class is large enough to support a regional, national or international chain
--There are economies of scale
Term
Product Life Cycle
Definition
--Product is born
--Passes through several phases
--Eventually dies as younger products come along that better serve consumer needs.
Term
New Product Development
Definition
--Idea Generation
--Idea Screening
--Concept development & testing
--Marketing Strategy development
--Business Analysis
--Product Development
--Market Testing
--Commercialization
Term
Concept development & Testing
Definition
---Product Idea
---Product Concept
---Product Image
Term
Product Idea
Definition
Envisions a possible product that company managers might offers to the market.
Term
Product Concept
Definition
detailed version of the idea stated in meaningful consumer terms.
Term
Product Image
Definition
the way that consumers picture an actual or potential product.
Term
Concept Development & Testing
Definition
---Develop an idea into alternative product & concepts, determine how attractive each is to customers, and choose the best one.

---Concept testing occurs within a group of target consumers.
Term
Marketing Strategy
Definition
the target market & product positioning as well as both short & long term projections in terms of sales, profit & costs.
Term
Commercialization
Definition
Company must make four decisions when launching new products.

---When, Where, how, to whom?
Term
Business analysis
Definition
involves a review of the sales, costs, & profit projections to determine whether they satisfy the company objectives.
Term
Product development through acquisition
Definition
A method of product development that reduces the risk considerably for large companies that have the assets to purchase & then develop a fledgling chain
Term
Product life cycle strategies
Definition
--Product Development
--Introduction
--Growth
--Maturity
--Decline
Term
Introduction
Definition
---A period of slow sales growth as the product is being introduced into the market.

---Profits are non-existent at this stage due to high product introduction expense.
Term
Growth
Definition
A period of rapid market acceptance and increasing profits.
Term
Maturity
Definition
Period of slowdown in sales growth because the product has achieved acceptance by most of its potential buyers.
Term
Decline
Definition
Period when sales fall off quickly & profit drop.
Term
Phase out
Definition
The ideal method of removing an unpopular or unprofitable product; it enables a product to be removed in an orderly fashion.
Term
Run-Out
Definition
Removing a product after existing stock has been depleted.
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