销售：管理有利润的客户关系9

Product,Services,andBrandingStrategiesChapter99-1Objectives•Beabletodefineproductandknowthemajorclassificationsofproductsandservices.•Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.9-2Objectives•Understandhowfirmsbuildandmanagetheirbrands.•Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.•Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.9-3•Cosmeticscompaniessellbillionsofdollarsworthofproducts•Consumersbuymorethanjustaparticularsmell•The“promise”,image,company,name,package,andingredientsareallpartoftheproduct,asarethestoreswhereitissold.TheCosmeticsIndustryCaseStudy9-4Definitions•ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.•ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.9-5WhatisaProduct?•Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiences•LevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproduct•ProductandServiceClassifications9-6WhatisaProduct?•Convenience•Shopping•Specialty•Unsought•Frequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshopping•Lowprice•Widespreaddistribution•MasspromotionbyproducerTypesofConsumerProducts9-7WhatisaProduct?•Convenience•Shopping•Specialty•Unsought•Lessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.•Higherthanconveniencegoodpricing•Selectivedistributioninfeweroutlets•AdvertisingandpersonalsellingbyproducerandresellerTypesofConsumerProducts9-8WhatisaProduct?•Convenience•Shopping•Specialty•Unsought•Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivity•Highprice•Exclusivedistribution•CarefullytargetedpromotionbyproducersandresellersTypesofConsumerProducts9-9WhatisaProduct?•Convenience•Shopping•Specialty•Unsought•Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)•Pricingvaries•Distributionvaries•AggressiveadvertisingandpersonalsellingbyproducersandresellersTypesofConsumerProducts9-10WhatisaProduct?•ProductandServiceClassificationsConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices9-11WhatisaProduct?•ProductandServiceClassificationsOrganizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas9-12ProductandServiceDecisions•IndividualProduct•ProductLine•ProductMix•ProductattributesQuality,features,styleanddesign•Branding•Packaging•Labeling•ProductsupportservicesKeyDecisions9-13ProductandServiceDecisions•IndividualProduct•ProductLine•ProductMix•ProductlinelengthLinestretching:addingproductsthatarehigherorlowerpricedthantheexistinglineLinefilling:addingmoreitemswithinthepresentpricerangeKeyDecisions9-14ProductandServiceDecisions•IndividualProduct•ProductLine•ProductMix•Productlinewidth:numberofdifferentproductlinescarriedbycompany•Productlinedepth:Numberofdifferentversionsofeachproductintheline•ProductlineconsistencyKeyDecisions9-15BrandingStrategy•Brandsarepowerfulassetsthatmustbecarefullydeveloped/managed.•Brandswithstrongequityhavemanycompetitiveadvantages:HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition9-16BrandStrategy•BrandPositioning•BrandNameSelection•BrandSponsorship•BrandDevelopment•Threelevelsofpositioning:ProductattributesLeasteffectiveBenefitsBeliefsandvaluesTapsintoemotionsKeyDecisions9-17BrandStrategy•BrandPositioning•BrandNameSelection•BrandSponsorship•BrandDevelopment•GoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotectedKeyDecisions9-18BrandStrategy•BrandPositioning•BrandNameSelection•BrandSponsorship•BrandDevelopment•Manufacturerbrands•Private(store)brandsCostlytoestablishandpromoteHigherprofitmargins•LicensedbrandsNameandcharacterlicensinghasgrown•Co-brandingAdvantages/disadvantagesKeyDecisions9-19BrandStrategy•BrandPositioning•BrandNameSelection•BrandSponsorship•BrandDevelopment•LineextensionsMinorchangestoexistingproducts•BrandextensionsSuccessfulbrandnameshelpintroducenewproducts•MultibrandsMultipleproductentriesinaproductcategory•NewbrandsNewproductcategoryKeyDecisions9-20LineExtensionsMayFeatureDifferent:BrandStrategy•Flavors•Colors•Forms•Ingredients•PackageSizes9-21ServicesMarketing•ServicesAccountfor74%ofU.S.grossdomesticproduct.Serviceindustriesincludebusinessorganizations,government,andprivatenot-for-profitorganizations.9-22ServicesMarketing•CharacteristicsofServicesIntangibilityConsumerslookforservicequalitysignalsInseparabilityServicescan’tbeseparatedfromprovidersVariabi