菲利普科特勒营权威教程 Lecture 7 Product.pptVIP

Part Three Developing the marketing mix Lecture Seven Product Strategy At a glance Define product and major classifications of products and services Understanding individual product decisions Explain the decisions of developing product lines and mixes Define the steps in the new-product development process Describe the stages of the product life cycle Product Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Product can be classified as: Consumer products convenience products shopping products specialty products Industrial products Capital items: installation, accessory equipment Materials and parts: raw materials, components: supplies Elements of a Product mix A product item is a specific model; A product line is a group of related product items. A product mix is all a firm’s product lines. Width length consistency Major issues in new-product development * * Three levels of product Quality Styling Packaging Brand name Features After-sale service Installation Warranty Delivery and credit Repairing Core, benefit or service Three levels of product (Airline) In-flight services Duty free shopping Meals Seat allocation Schedules Safety record Qantas Club Priority baggage Frequent flyer scheme Holiday Packages Tours Time-critical transport Flight booking system Generic Product Stores, preserves, cools, and otherwise helps to satisfy home food-consumption needs Tangible Product Color Design Quality Size Weight Features Material used in construction Efficiency in use Power source Brand name Augmented product Image Status Guarantee/warranty Delivery Installation Repair facilities Instructions and technical advice Credit Return policy Follow-up service Three levels of product Continuum of Goods and Services Characteristics of Consumer Products Product attributes Branding Packaging Labeling Product support services Individual product decisions Should each product be individually or family-branded? Ind