CH12Setting-Product-Strategy(市场营销-科特勒-英文版)

MARKETINGMANAGEMENT12thedition12SettingProductStrategyKotlerKeller12-2ChapterQuestionsWhatarethecharacteristicsofproductsandhowcantheybeclassified?Howcancompaniesdifferentiateproducts?Howcanacompanybuildandmanageitsproductmixandproductlines?Howcancompaniescombineproductstocreatestrongco-brandsoringredientbrands?Howcancompaniesusepackaging,labeling,warranties,andguaranteesasmarketingtools?12-3ProductAnythingthatcanbeofferedtoamarkettosatisfyawantorneed.12-4Figure12.2FiveProductLevelsCorebenefitBasicproductExpectedproductAugmentedproductPotentialproduct12-5ProductClassificationSchemesDurabilityTangibilityUse12-6DurabilityandTangibilityNondurablegoodsDurablegoodsServices12-7ConsumerGoodsClassificationConvenienceShoppingSpecialtyUnsought12-8IndustrialGoodsClassificationMaterialsandpartsCapitalitemsSupplies/businessservices12-9ProductDifferentiationProductformFeaturesPerformanceConformanceDurabilityReliabilityReparabilityStyleDesignOrderingeaseDeliveryInstallationCustomertrainingCustomerconsultingMaintenance12-10TheProductHierarchyNeedfamilyProductfamilyProductclassProductlineProducttypeItem12-11ProductSystemsandMixesProductsystemProductmixProductassortmentDepthLengthWidthConsistency12-12ProductLineAnalysisCoreproductStaplesSpecialtiesConvenienceitems12-13LineStretchingDownMarketStretchUp-MarketStretchTwo-WayStretch12-14Product-MixPricingProduct-linepricingOptional-featurepricingCaptive-productpricingTwo-partpricingBy-productpricingProduct-bundlingpricing12-15Packaging:The5thPAlltheactivitiesofdesigningandproducingthecontainerforaproduct.12-16Packaginghasbeeninfluencedby:Self-serviceConsumeraffluenceCompanyandbrandimageInnovationopportunity12-17FunctionsofLabelsIdentifiesGradesDescribesPromotes