| Products, Services, and Brands: Building Customer Value 229

Chapter 8 | Products, Services, and Brands: Building Customer Value 229

name peppers products such as his own spices (Bam!!) and a line of cookware from All- Clad. Giada De Laurentiis has her own spread of goods to create the perfect everyday Italian meal—from cheese graters to pasta—available only at Target. “Good Eats” and “Iron Chef” host Alton Brown is a spokesperson for Welch’s and GE Appliances and has his own line of Shun knives. And Rachael Ray is a one-woman marketing phenom- enon. Beyond her Food Network shows, she landed her own daytime talk show; en- dorses a litany of orange-colored cookware, bakeware, and cutlery; has her own brand of dog food called Nutrish; and brands her own EVOO (extra virgin olive oil, for those not familiar with Rayisms).

Place marketing involves activities undertaken to create, maintain, or change attitudes or behavior toward particular places. Cities, states, regions, and even entire nations compete to attract tourists, new residents, conventions, and company offices and factories. New York State advertises “I ❤ NY, and California urges you to “Find yourself here.” Tourism Ireland, the agency responsible for marketing Irish tourism to the rest of the world, invites travelers to “Go where Ireland takes you.” The agency works with the travel trade, media, and other partners in key world markets, such as the United States, Canada, Australia, and a dozen European countries. At its Discover Ireland Web site, Tourism Ireland offers information about the country and its attractions, a travel planner, special vacation offers, lists of tour operators, and much more information that makes it easier to say “yes” to visiting Ireland. 5

Ideas can also be marketed. In one sense, all marketing is the marketing of an idea, whether it is the general idea of brushing your teeth or the specific idea that Crest tooth- pastes create “healthy, beautiful smiles for life.” Here, however, we narrow our focus to the

Social marketing

marketing of social ideas. This area has been called social marketing , defined by the Social

The use of commercial marketing Marketing Institute (SMI) as the use of commercial marketing concepts and tools in pro- concepts and tools in programs designed

grams designed to bring about social change. 6

to influence individuals’ behavior to Social marketing programs include public health campaigns to reduce smoking, drug improve their well-being and that of

society. abuse, and obesity. Other social marketing efforts include environmental campaigns to

promote wilderness protection, clean air, and conservation. Still others address issues such as family planning, human rights, and racial equality. The Ad Council of America (www.adcouncil.org) has developed dozens of social advertising campaigns, involving is- sues ranging from preventive health, education, and personal safety to environmental preservation.

But social marketing involves much more than just advertising—the SMI encourages the use of a broad range of marketing tools. “Social marketing goes well beyond the promo- tional ‘P’ of the marketing mix to include every other element to achieve its social change objectives,” says the SMI’s executive director. 7

Product and Service Decisions

Author Now that we’ve answered

(pp 229–236)

Comment the “What is a product?”

question, we dig into the specific Marketers make product and service decisions at three levels: individual product decisions, decisions that companies must make

product line decisions, and product mix decisions. We discuss each in turn. when designing and marketing

products and services.