7产品策略双语

ProductChapter78-1LearningGoals1.Understandproductsandthemajorclassificationsofproductsandservices2.Learnthedecisionscompaniesmakeregardingtheirproductsandservices3.Understandbrandingstrategy4.Identifythefourcharacteristicsthataffectthemarketingofaservice5.Realizeadditionalproductissues8-2Definitions定义•Product产品Anythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.任何能够提供到市场供关注、获得、使用或消费，并可以满足需要或欲望的东西。Goal1:Understandproductsandtheirclassifications8-3•Products,Services,andExperiences•产品、服务和体验MarketofferingsmayconsistofacombinationofgoodsandservicesExperiencesareusedtodifferentiateofferingsWhatisaProduct?8-4•product=tangiblegood+service•产品＝实体＋服务8-5服务营销8-6利益效用包装商标品牌包装运送设计保证质量核心产品Corebenefit形式产品Actualproduct附加产品AugmentedproductLevelsofProductandServices产品和服务的层次安装担保售后服务8-7课堂研讨•产品整体概念对指导企业营销管理有何启示？8-8整体产品对营销管理的意义•体现了以顾客为中心的现代营销观念。•为企业开发适合消费者需要的有形与无形产品、挖掘新的市场机会提供了新的思路。•给企业产品开发设计提供了新的方向。•为企业的产品差异化提供了新的线索。•整体产品概念要求企业重视各种售后服务。8-9ProductandServiceClassifications产品和服务的分类•Consumerproducts消费品•Industrialproducts工业品Goal1:Understandproductsandtheirclassifications8-10WhatisaProduct?•Convenience便利品•Shopping•Specialty•Unsought•Frequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshopping•Lowprice•Widespreaddistribution•MasspromotionbyproducerTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications8-11WhatisaProduct?•Convenience•Shopping选购品•Specialty•Unsought•Lessfrequentpurchases•Moreshoppingeffortforcomparisons.•Higherthanconveniencegoodpricing•Selectivedistributioninfeweroutlets•AdvertisingandpersonalsellingTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications8-12WhatisaProduct?•Convenience•Shopping•Specialty特殊品•Unsought•Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivity•Highprice•Exclusivedistribution•CarefullytargetedpromotionsTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications8-13WhatisaProduct?•Convenience•Shopping•Specialty•Unsought非渴求品•Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)•Pricingvaries•Distributionvaries•AggressiveadvertisingandpersonalsellingbyproducersandresellersTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications8-14•Industrialproducts工业品Materialsandparts材料和部件Capitalitems资本项目Suppliesandservices供应品和服务Goal1:UnderstandproductsandtheirclassificationsWhatisaProduct?8-15•Organizations,persons,places,andideas组织、人物、地点和创意OrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingpromotesideasGoal1:UnderstandproductsandtheirclassificationsWhatisaProduct?8-16Marketersmakeproductandservicesdecisionsatthreelevels:individualproductdecisions,productlinedecisions,andproductmixdecisions.ProductDecisions产品决策8-17WidthDepthP＆G的产品组合清洁剂牙膏香皂纸尿布洗发水碧浪高露洁玉兰油帮宝适飘柔汰渍佳洁士舒服佳激爽海飞丝潘婷沙宣178-18•IndividualProduct单个产品决策•ProductLine•ProductMix•Productattributes产品属性•Branding品牌•Packaging包装•Labeling标签•Productsupportservices产品支持服务KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts8-19•ProductlineAgroupofproductsthatarecloselyrelatedbecausetheymay:•functioninasimilarmanner•besoldtothesamecustomergroups,•bemarketedthroughthesametypesofoutlets•fallwithingivenpricerangesKeyDecisions•IndividualProduct•ProductLine产品线决策•ProductMixGoal2:Learndecisionscompaniesmakeregardingproducts8-20•IndividualProduct•ProductLine产品线决策•ProductMix•Productlinelength产品线长度———产品线上项目的数量Linestretching产品线扩展向下延伸向上延伸双向延伸Filling产品线填补KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts8-21•IndividualProduct•ProductLine•ProductMix产品组合决策•ProductmixProductassortment产品集Consistsofalltheproductlinesanditemsthataparticularselleroffersforsale由一个销售者提供或出售的所有产品线和产品项目组成KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts8-22•IndividualProduct•ProductLine•ProductMix产品组合决策•Productmixwidth产品组合宽度:Numberofdifferentproductlinescarriedbycompany•Productmixdepth产品组合深度:Numberofdifferentversionsofeachproductintheline•ProductmixConsistency产品组合黏度KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts8-23ProductLife-CycleStrategies8-24•产品生命周期（Productlifecycle，缩写为PLC）是指某产品从进入市场到被淘汰退出市场的全部运动过程，受需求与技术的生命周期的影响。8-25ProductLife-CycleIntroduction导入Growth成长Maturity成熟Decline衰退TimeProfitsSalesSalesandprofits8-26教学引例请描述时尚产品的生命周期曲线及其特点？8-27PLCofFads时尚产品•来也匆匆•去也匆匆时间销售额8-28OtherstylesofPLCSalesTimeStyles风格Fashions流行SalesTime8-29手表机械手表电子表石英表上海表课堂研讨2手表、机械手表与“上海”牌机械表，请问谁的生命更长？8-30产品种类、品种和品牌的生命周期产品种类：手表产品品牌：上海牌产品品种：电子表销售量时间8-31课堂思考1请分析说明下列产品分别处于PLC的哪个阶段？导入期成长期成熟期衰退期家用汽车汽车电话计算机电视机打字机传呼机8-32•Productdevelopment•Introduction•Growth•Maturity•Decline•Lowsales•Highcostpercustomeracquired•Negativeprofits•Innovatorsaretargeted•LittlecompetitionPLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies产品生命周期策略8-33MarketingStrategies:IntroductionStage•Product–Offerabasicproduct•Price–Usecost-plusbasistoset•Dist