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Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,*,2000,Prentice Hall,1,Chapter 13,Managing Product,Lines, Brands, and Packaging,管理资源吧（），提供海量管理资料免费下载！,2,Objectives,Product Characteristics,Building & Managing the Product Mix & Product Lines,Brand Decisions,Packaging & Labeling,管理资源吧（），提供海量管理资料免费下载！,3,Components of the Market Offering,Value-based prices,Services mix,and quality,Product features,and quality,Attractiveness of,the market offering,管理资源吧（），提供海量管理资料免费下载！,4,Five Product Levels,Potential product,Augmented product,Expected product,Basic product,Core benefit,管理资源吧（），提供海量管理资料免费下载！,5,Specialty Products,Unsought Products,Shopping Products,Buy less frequently,Gather product information,Fewer purchase locations,Compare for:,Suitability & Quality,Price & Style,Convenience Products,Special purchase efforts,Unique characteristics,Brand identification,Few purchase locations,New innovations,Products consumers dont want to think about.,Require much advertising &,personal selling,Buy frequently & immediately,Low priced,Many purchase locations,Includes:,Staple goods,Impulse goods,Emergency goods,Consumer-Goods Classification,管理资源吧（），提供海量管理资料免费下载！,6,Product Mix,Width,- number of,different,product lines,Length,- total number of items,within the lines,Depth,- number of versions of each product,Product Mix -,all the product,lines offered,Consistency,管理资源吧（），提供海量管理资料免费下载！,7,Product-Line Length,Line Stretching,Downmarket,Upmarket,Two-way,Line Filling,Line Modernization,Line Featuring & Line Pruning,管理资源吧（），提供海量管理资料免费下载！,8,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above,average,Average,Low,Fairfield Inn,(Vacationers),Courtyard,(Salespeople),Marriott,(Middle,managers),Marriott,Marquis,(Top,executives),管理资源吧（），提供海量管理资料免费下载！,9,What is a Brand?,Attributes,Benefits,Values,Culture,User,Personality,管理资源吧（），提供海量管理资料免费下载！,10,Brand Equity,No Brand Loyalty,(customer will change),Satisfied Customer,(no reason to change),Satisfied & Switching Cost,Values the Brand,(brand as friend),Devoted,to Brand,管理资源吧（），提供海量管理资料免费下载！,11,An Overview ofBranding Decisions,Branding,Decision,Brand,No brand,Brand-,Sponsor,Decision,Manu-,facturer,brand,Distribu-,tor,(private),brand,Licensed,brand,Brand-,Name,Decision,Individual,brand,names,Blanket,family,name,Separate,family,names,Company-,individual,names,Brand-,Repositioning,Decision,Reposi-,tioning,No,reposi-,tioning,Brand-,Strategy,Decision,Line,extension,Brand,extension,Multi-,brands,New,brands,Cobrands,管理资源吧（），提供海量管理资料免费下载！,12,Brand Strategies,Brand,Extension,New,Brand Name,Product Category,Line,Extension,Existing,Existing,Multibrands,New,New,Brands,管理资源吧（），提供海量管理资料免费下载！,13,Good Brand Names:,Suggest,Product,Benefits,Distinctive,Lack Poor,Foreign,Language,Meanings,Suggest,Product,Qualities,Easy to:,Pronounce,Recognize,Remember,管理资源吧（），提供海量管理资料免费下载！,14,Why Package Crucial as a Marketing Tool,Self-service,Consumer affluence,Company & brand image,Opportunity for innovation,管理资源吧（），提供海量管理资料免费下载！,15,Labels,Identify,Describe,Promote,管理资源吧（），提供海量管理资料免费下载！,16,
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