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,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Outcome 3,Understand the individual elements of the extended marketing mix,The fist part,-,Product,contents,1.What is the product?,2.Product line decision and product mix decision,3.Product life cycle and product strategy,4.Brand strategy,5.New product development,Objectives,Be able to define,product,and know the major classifications of products and services.,Understand the decisions companies make regarding their individual products and services,product lines,and product mixes.,4,Objectives,Understand how firms build and manage their brands.,Know the four characteristics of services and the additional marketing considerations that services require.,Know branding strategy,5,DISCUSS:,What is a product?,6,一、,What is a product?,Definitions,Product,Anything offered to a market for attention,acquisition,use,or consumption that might satisfy a need or want.,Products include tangible objects,such as cars,computers etc.,Products also include services,events,persons,places,organizations,ideas or a mixture of these,7,Service,Any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything.,E.g.air travel,hotel service.,Product,service and experiences,Three levels of product,Actual product,Design,Packaging,Brand name,Features,After-sale service,Installation,Warranty,Delivery and credit,Repairing,Core,benefit or service,二、,Levels of Product and Services,Quality,Augmented,product,三、,Product can be classified as:,Consumer products,convenience products e.g.toothpaste,magazine,shopping products clothing and furniture,specialty products luxury goods,Unsought products life insurance,Industrial products,Capital items:installation,accessory equipment,Materials and parts:raw materials,components:,Supplies and service.,Organizations,persons,places,and ideas,Product and Service Classifications,Organizations,persons,places,and ideas,Organizational marketing makes use of corporate image advertising,Person marketing applies to political candidates,entertainment sports figures,and professionals,Place marketing relates to tourism,Social marketing campaigns promote ideas,11,Characteristics of Consumer Products,What is a Product?,Convenience,Shopping,Specialty,Unsought,Frequent purchases bought with minimal buying effort and little comparison shopping,Low price,Widespread distribution,Mass promotion by producer,Types of Consumer Products,13,What is a Product?,Convenience,Shopping,Specialty,Unsought,Less frequent purchases requiring more shopping effort and price,quality,and style comparisons.,Higher than convenience good pricing,Selective distribution in fewer outlets,Advertising and personal selling by producer and reseller,Types of Consumer Products,14,What is a Product?,Convenience,Shopping,Specialty,Unsought,Strong brand preference and loyalty,requires special purchase effort,little brand comparisons,and low price sensitivity,High price,Exclusive distribution,Carefully targeted promotion by producers and resellers,Types of Consumer Products,15,What is a Product?,Convenience,Shopping,Specialty,Unsought,Little product awareness and knowledge(or if aware,sometimes negative interest),Pricing varies,Distribution varies,Aggressive advertising and personal selling by producers and resellers,Types of Consumer Products,16,overview,The definition of Products,Anything offered to a market for attention,acquisition,use,or consumption that might satisfy a need or want.,Products include tangible objects,also include services,events,persons,places,organizations,ideas or a mixture of these,Levels of Product and Services,Core benefit,actual product,and augmented product,Product and Service Classifications,convenience,shopping,specialty and unsought,17,Marketers make product and service decisions at three levels:,Individual product decisions,Product line decisions,Product mix decisions,Product and Service Decisions,Individual Product,Product Line,Product Mix,Product attributes,Quality,features,style and design,Branding,Packaging,Labeling,Product support services,Key Decisions,19,Product and Service Decisions,Individual Product,Product Line,Product Mix,Product line length,-The number of items in the product line,Line stretching:,stretch its line downward,upward or both ways.,Line filling:,adding more items within the present price range,Key Decisions,20,Low,Low,Low,Low,Low,Low,High,High,High,Price,High,High,High,Quality,Present product,Present product,Present product,New product,New product,New product,New product,Stretching downward,Stretching upward,Stretching bothways,Product line stretching decision,Product and Service Decisions,Individual Product,Product Line,Product Mix,Product line width:,number of different product lines carried by company,Product line length,total number of items a,company carries within its,product lines.,Product line dept
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