开发营销混合(1)

1、PartThreeDevelopingthemarketingmixLectureSevenProductStrategyAtaglanceDefineproductandmajorclassificationsofproductsandservicesUnderstandingindividualproductdecisionsExplainthedecisionsofdevelopingproductlinesandmixesDefinethestepsinthenew-productdevelopmentprocessDescribethestagesoftheproductlifecycleProductAnythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.ThreelevelsofproductQualityStylingPackagingBrandnameFeaturesAfter-saleserviceInstallat。

2、ionWarrantyDeliveryandcreditRepairingCore,benefitorserviceThreelevelsofproduct(Airline)In-flightservicesDutyfreeshoppingMealsSeatallocationSchedulesSafetyrecordQantasClubPrioritybaggageFrequentflyerschemeHolidayPackagesToursTime-criticaltransportFlightbookingsystemGenericProduct•Stores,preserves,cools,andotherwisehelpstosatisfyhomefood-consumptionneedsTangibleProduct•Color•Design•Quality•Size•Weight•Features•Materialusedinconstruction•Efficiencyinuse•Powersource•BrandnameAugmentedproduct•Image•S。

3、tatus•Guarantee/warranty•Delivery•Installation•Repairfacilities•Instructionsandtechnicaladvice•Credit•Returnpolicy•Follow-upserviceThreelevelsofproductContinuumofGoodsandServicesAlmostPureGoodsGoodswithServicesHalfGoods,HalfServicesServiceswithGoodsAlmostPureServicesPhysicalproductsthatarepurchasedandconsumedwithlittleornoservicesProductssupportedwithrepair,maintenance,add-ons,andadviceProductsthatconsistofbothgoodsandservicesIntellectualpropertyorequipmenttomakegoodsworkExperiencesthatareconsum。

4、edduringdeliveryGroceriesGasoline(Self-serve)SteelAutosAutorepairVideogamesRestaurantsBookstoresMovietheatersPreparedfooddeliveryRentalmoviesTrainingbooksSoftwareElectronicmailFaxserviceHealthclubMedicalcareConsultingLegalservicesDaycareProductcanbeclassifiedas:ConsumerproductsconvenienceproductsshoppingproductsspecialtyproductsIndustrialproductsCapitalitems:installation,accessoryequipmentMaterialsandparts:rawmaterials,components:SuppliesTypeofProductConsumerCharacteristicsConvenienceShoppingSpe。

5、cialtyKnowledgepriortopurchasehighLowHighEffortexpendedtoacquireproductMinimalModeratetohighAsmuchasnecessaryWillingnesstoacceptsubstitutesHighModerateNoneFrequencyofpurchasehighModerateorLowVariesInformationsearchLowHighLowMajordesireAvailabilitywithouteffortComparisonshoppingtodeterminebestchoiceBrandloyaltyregardlessofpriceandavailabilityExamples(a)Staple:cereal(b)Impulse:candy(c)Emergency:tirerepair(a)Attribute-based:name-brandclothes(b)Price-based:budgethotelHellman’smayonnaiseCharacteristi。

6、csofConsumerProductsProductattributesBrandingPackagingLabelingProductsupportservicesIndividualproductdecisionsShouldeachproductbeindividuallyorfamily-branded?•Individualbrandnames•Blanketfamilyname•Separatefamilyname•Company/IndividualnamesShouldabrandbedevelopedfortheproduct?•Brand•Non-brandShouldtwoormorebrandsbedevelopedinthesameproductcategory?•Onebrand•MorethanonebrandShouldthebrandberepositioned?•Brandrepositioning•NobrandrepositioningShouldotherproductsbegiventhesamebrandname?•Brandextens。

7、ion•NobrandextensionWhoshouldsponsorthebrand?•Manufacturer’sbrand•Privatebrand•MixedbrandBrandingdecisionBrandsponsordecisionFamilybranddecisionBrandextensiondecisionMultibranddecisionBrandrepositioningdecisionAnoverviewofbrandingdecisionsFewproductlineswithafewitemsineachManydifferentproductlineswithanumberofitemsineachManydifferentproductlineswithafewitemsineachFewproductlineswithanumberofitemsineachNarrowBroadShallowDeepProductLineBreadthProductLineDepthLowLowLowLowLowLowHighHighHighPriceHigh。

8、HighHighQualityPresentproductPresentproductPresentproductNewproductNewproductNewproductNewproductStretchingdownwardStretchingupwardStretchingbothwaysProductlinestretchingdecisionWhyafirmneednewproducts?NewproductsleadtosalesgrowthorstabilityofferdifferentialadvantagesRespondtoconsumerneedsRiskmaybelessenedthroughdiversityIncreaseprofitsandcontrolMajorissuesinnew-productdevelopmentIdeagenerationIdeascreeningConceptdevelopmentandtestingMarketingstrategy&BusinessanalysisProductdevelopmentTestmarket。

9、ingCommercialisationProductLifecycleIntroductionTheproductistargettoaparticularmarketandintroducedtothatmarketGrowthTheproductbecomeswell-knowninthemarketandsalesvolumeincreasesDeclineThevolumedeclinesasdemandfortheproductdeclinesorcompetitionincreases.MaturitySaleshitapeakthenbegintoleveloffasaresultofcompetitionfromnewandexistingproducts.StageinLifeCycleCharacteristicsIntroductionGrowthMaturityDeclineMarketingobjectiveAttractinnovatorsandopinionleaderstonewproductExpanddistributionandproductli。

10、neMaintaindifferentialadvantageaslongaspossibleCutback,Revive,orterminateIndustrysalesIncreasingRapidlyincreasingStableDecreasingCompetitionNoneorsmallSomeSubstantialLimitedIndustryprofitNegativeIncreasingDecreasingDecreasingCustomersInnovatorsAffluentmassmarketMassmarketLaggardsProductmixOneortowbasicmodelsExpandinglineFullproductlineBest-sellersDistributionDependsonproductRisingnumberofoutletsGreatestnumberofoutletsDecreasingnumberofoutletsPricingDependsonproductGreaterrangeofpricesFulllineofpr。