【营销学双语课件】什么是产品.pptVIP

什么是产品? Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need. Includes: Physical Products Services Persons Places Organizations Ideas Combinations of the above 产品整体概念 产品层次 产品特性决策 品牌 品牌决策 品牌战略决策 品牌战略 Line Extension Existing brand names extended to new forms, sizes, and flavors of an existing product category. Brand Extension Existing brand names extended to new product categories. Multibrands New brand names introduced in the same product category. New Brands New brand names in new product categories. 包装 服务性企业的营销战略 Managing Service Differentiation Develop offer, delivery and image with competitive advantages. Managing Service Quality Empower employees Become “Customer obsessed” Develop high service quality standards Watch service performance closely Managing Service Productivity Train current or new employees Increase quantity by decreasing quality Utilize technology 商务策划学院 2002 8-* Brand Name Quality Level Packaging Design Features Delivery Credit Installation Warranty After- Sale Service Core Benefit or Service Actual Product Core Product Augmented Product Product Attributes Branding Packaging Labeling Product Support Services Quality Features Design Advantages of Brand Names Brand Equity Loyalty Attributes Quality Value Consistency Identification Awareness Credibility Association Brand Strategy Line Extensions Brand Extensions Multibrands New Brands Brand Sponsor Manufacturer’s Brand Private Brand Licensed Brand Co-branding Brand Name Selection Selection Protection Line Extension Multibrands Brand Extension New Brands Brand Name Existing New Product Category Existing New Promotes Identifies Competitive Advantages Describes Sales Tasks Product Safety Packaging Labeling Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered 产品组合决策 Consistency Intangibility Inseparability