第五章 产品决.pptVIP

第5章 产品决策 做产品不如做品牌 做品牌不如做标准 ——管理谚语 第5章 产品决策 Product(tangible) Service(intangible) Experience(memorable) Organnizations Persons Places Ideas 第5章 产品决策 什么是“整体产品” 产品线与产品组合 品牌与品牌决策 产品包装策略 Type of consumer product 1.Convenience: Toothpaste,magazines,laundry detergent Frequent purchase,little planning,little comparison or shopping effort,low customer involvement; Low price; Widespread distribution,convenient locations;mass promotion by the producer; 5.2 Type of consumer product 2.Shopping: Major appliances,televisions,furniture,cloth L