0 产品策略.pptVIP

产品策略 定义产品DEFINING PRODUCT 产品：指能够提供 0ffer 给市场以满足需要和欲望的任何东西。P.163 A Product is anything that can be offered to a market for attention, acquisition（获得）, use, or consumption and that might satisfy a want or need. Including physical goods, service, experiences, events, persons, places, properties 财产 , organizations, information ideas. A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible 基本无形的 and do not result in the ownership（所有权） of anything. 产品三层次Three Product Levels 消费品的分类Consumer-Goods Classification 消费品的分类