产品、服务和品牌战略

Product,Services,andBrandingStrategies产品、服务和品牌战略9-1Objectives目标•Beabletodefineproductandknowthemajorclassificationsofproductsandservices.•Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.•定义产品以及主要的产品与服务分类。•说明企业在确定产品线和产品组合时做出的各项决策。9-2Objectives目标•Understandhowfirmsbuildandmanagetheirbrands.•Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.•Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.•说明企业怎样建立并管理其品牌。•阐述对服务营销造成影响的四方面特征•讨论对社会责任与国际营销需要额外关注的事项。9-3•Cosmeticscompaniessellbillionsofdollarsworthofproducts•Consumersbuymorethanjustaparticularsmell•The“promise”,image,company,name,package,andingredientsareallpartoftheproduct,asarethestoreswhereitissold.TheCosmeticsIndustry化妆品业CaseStudy案例研究9-4Definitions定义•ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.•ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.•产品向市场提供的，引起注意、获取、使用或消费，以满足欲望或需要的任何东西。•服务由一方向另一方提供的本质上无形而又不带来任何所有权的任何活动或利益。9-5WhatisaProduct?什么是产品？•Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiences•LevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproduct•ProductandServiceClassifications•产品、服务和体验企业向市场所提供的，既包括有形产品又包括服务•产品和服务的层次核心利益、实体产品、扩展产品•产品和服务的分类9-6•频繁购买，很少计划，很少作比较或费精力，顾客参与度低•低价格•渠道广泛•制造商大批量促销Convenience便利品•Frequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshopping•Lowprice•Widespreaddistribution•Masspromotionbyproducer9-7Shopping选购品•不经常购买，较多的计划并为购物花费较多的精力，根据质量、价格和样式比较品牌•比便利品价格高•在较少的店面进行选择性分销•生产商和经销商的广告和人员推销•Lessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.•Higherthanconveniencegoodpricing•Selectivedistributioninfeweroutlets•Advertisingandpersonalsellingbyproducerandreseller9-8Specialty特购品•强烈品牌偏好和高度忠诚，为购买付出特别努力，很少比较品牌，价格敏感性低•高价格•专卖•生产商和经销商针对性更强的促销•Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivity•Highprice•Exclusivedistribution•Carefullytargetedpromotionbyproducersandresellers9-9Unsought非渴求品•对产品了解很少（或者即使了解，也没有什么兴趣或唯恐避之不及）•不一定•不一定•生产商和经销商的强力广告和人员推销•Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)•Pricingvaries•Distributionvaries•Aggressiveadvertisingandpersonalsellingbyproducersandresellers9-10WhatisaProduct?产品是什么？•ProductandServiceClassificationsConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices•产品和服务分类消费品产业用品材料和部件资本品辅助品服务9-11ProductandServiceClassifications产品和服务分类Organizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas组织、人员、地点和观念组织营销使用公司形象广告人员营销常用于政治选举地点营销与旅游有关社会营销活动促销观念9-12IndividualProduct产品决策•产品属性质量、特征、风格和设计•品牌•包装•标签•产品支持服务•ProductattributesQuality,features,styleanddesign•Branding•Packaging•Labeling•Productsupportservices9-13ProductLine产品线决策•产品线长度产品线延伸：增加比现有产品价格更高或更低的产品产品线补充：在现在价格水平下添加更多项目•ProductlinelengthLinestretching:addingproductsthatarehigherorlowerpricedthantheexistinglineLinefilling:addingmoreitemswithinthepresentpricerange9-14ProductMix产品组合决策•产品线宽度:公司不同产品线的数目•产品线深度:产品线内所包括的产品品种、样式和数量•产品线一致性•Productlinewidth:numberofdifferentproductlinescarriedbycompany•Productlinedepth:Numberofdifferentversionsofeachproductintheline•Productlineconsistency9-15BrandingStrategy品牌管理•Brandsarepowerfulassetsthatmustbecarefullydeveloped/managed.•Brandswithstrongequityhavemanycompetitiveadvantages:HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition•品牌是有力的资产，小心开发和管理。•有较高资产的品牌有许多竞争优势：高消费者认知度强品牌忠诚度会在新产品上市上提供帮助不易受价格竞争影响9-16BrandPositioning品牌定位•定位的三个水平：产品特征效果最小利益信念和价值可以唤起情感•Threelevelsofpositioning:ProductattributesLeasteffectiveBenefitsBeliefsandvaluesTapsintoemotions9-17BrandNameSelection品牌名选择•理想的品牌名：表明有关产品带来的好处和质量方面的一些情况易于发音、识别和记忆独特鲜明易于扩展易于翻译成外语能够注册并得到法律保护•GoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotected9-18BrandSponsorship品牌持有者•制造商品牌•自有（商店）品牌持有和推广成本高利润高•许可名称和形象许可越来越多•联合品牌优点/缺点•Manufacturerbrands•Private(store)brandsCostlytoestablishandpromoteHigherprofitmargins•LicensedbrandsNameandcharacterlicensinghasgrown•Co-brandingAdvantages/disadvantages9-19BrandDevelopment品牌战略•产品线延伸对现有产品的微小变动•品牌延伸成功的品牌名称可以帮助介绍新产品•多品牌在同一个产品类别当中引入新品牌•新品牌新产品类别•LineextensionsMinorchangestoexistingproducts•BrandextensionsSuccessfulbrandnameshelpintroducenewproducts•MultibrandsMultipleproductentriesinaproductcategory•NewbrandsNewproductcategory9-20LineExtensionsMayFeatureDifferent:产品线延伸中的不同特征•Flavors•Colors•Forms•Ingredients•PackageSizes•品味•色彩•样式•成分•包装规格9-21ServicesMarketing服务营销