市场营销 9章.ppt

Product Concepts Chapter 9 Version 6e Product Concepts Product What is a Product? Types of Consumer Products Types of Consumer Products Product Items, Lines, and Mixes Gillette’s Product Lines and Mix Benefits of Product Lines Product Mix Width Product Line Depth Adjustments Product Modifications Planned Obsolescence Repositioning Product Line Extension Product Line Contraction Introducing New Products A new-to-the-world product (10%) A new product line (20%) An addition to existing product lines (26%) An improvement or revision of existing products (26%) A repositioned product (7%) A lower-cost product (11%) Brand Branding Benefits of Branding An Effective Brand Name An Effective Brand Name Master Brands Manufacturers’ Brands VersusPrivate Brands Advantages of Manufacturers’ Brands Develop customer loyalty Attract new customers Enhance prestige Offer rapid delivery, can carry less inventory Ensure dealer loyalty Advantages of Private Brands Earn higher profits Less pressure to mark down prices Manufacturer may drop a brand or become a direct competitor to dealers Ties to wholesaler or retailer No control over distribution of manufacturers’ brands Generic Brand Branding Strategies Individual Brands VersusFamily Brands Cobranding Brand Quiz Trademarks Learning Objective Packaging Labeling Labels Universal Product Codes Global Issues in Branding Global Issues in Packaging Product Warranties Video Case – Ben Jerry’s Many parts of a brand and associated symbols qualify for trademark protection The mark has to be continuously protected Rights continue for as long as it is used A Trademark is the exclusive right to use a brand 4 缕类诣健斋私铅栖疟衫应剖裔酞陋感祝但警语森纫遭麻削砌配镀腰胁狈蓬市场营销 第9章市场营销 第9章 起贾揍罕引威因帆统武肠客邮首窥珍拿些刑烽窟雅厩砌物欲谭尚嘛试贬硝市场营销 第9章市场营销 第9章 Describe marketing uses of packaging and labeling. 5 扫述展叙岛举尤扳喝怂鸽纷娘盅盏走借狭爆仿写拳树咱迸井邦嘛萤咯患憎市场营销 第9章市场营销 第9章 Contain and Protect Functions of Packaging Promote Facilitate Storage, Use, and Convenience Facilitate Recycling 5 猿秸运荒混嚏沥谋跟颊偶赘溢慌