【市场营销英语课件】MarketingManagement_1.pptVIP

The Product/Service Definition:- That bundle of benefits which is received in the exchange process The Product and the Brand Ansoff’s Product/Market Growth Matrix PLC Useful or Useless? Useless Many external/uncontrollable factors influence life cycle Not empirically supported The ‘s’ shaped curve doesn’t appear much in practice – and then only class life cycle Which life cycle? Brand, form or class? PLC Useful or Useless? Useful Describes what may happen; doesn’t prescribe what will happen Describes what may happen; doesn’t prescribe what will happen Allows strategic planning for products Intuitively all products go through life cycle stages Allows for managing the mix over time/life cycle stages For Fuller list – refer to Jobber, Ch. 8 Portfolio Models - Boston Consulting Group Matrix Question Can you Critically Evaluate two product management models using good examples to illustrate your answer?? What is a Brand? A brand is a name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of the competition - (Bennett, P.D., 1998, AMA) Branding Basics Brands through History Brands v Products - Products are:- Made in Factories largely copiable potentially short lived Branding Basics Cont’d. Brands are:- What the customer buys the receptical of the emotional values over and above the functional values of the product/service much more difficult to copy and thus compete with a major potential source of differentiation longer-lived - brands can transcend the original product/service. It is the product’s DNA. An example: The value of the Rowntree brands Brand Architecture and Equity Brand Architecture 1. Brand Heritage - The brand brings … 2. Core Brand Values - The brand means … 3. Brand Territory - The brand competes in … 4. Brand Personality - The brand is like… 5. Brand Properties - The brand owns ... Brand Architecture 1. Brand Heri