Classifying Goods Services Academics分类货物和服务学术界.ppt

Marketing Product Overview Definition of product vs. service The importance of branding and packaging Consumer and industrial products Product mix and product line Product differentiation The stages of the product life cycle Marketing Mix: The “Four (5) P’s” What’s a Product? anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. tangible or intangible Good Service Event Idea (social marketing; recycling; public service ads) Place (tourism) Person (politicians, entertainers, athletes, lawyers) Organization (profit non-profit) What’s a Service? any activity/benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Classifying Goods Services Consumer Products Industrial Products Consumed by businesses Expense Items Consumed within 1 year Include raw materials, parts, supplies At SMC? Capital Items: Permanent (expensive) Buildings, fixed equipment At SMC? Strategic DecisionsWhat features are part of a product and differentiate it from another? Packaging Functional benefits Convenience Protection Storage Promotional/Communication benefits Directions Legal requirements or product disclosure Perceptual Benefits Color Connote status, economy, quality Product Line Product Mix Product Line Product Mix Product Line Product Mix Product Differentiation by Branding Trade Characters Types of Brands National brands/Manufacturer’s Brand Producers are identified with their products Licensed brands The manufacturer sells the license for the brand name or symbol to be put on accessories. Private brands Retailers or wholesalers selling products under their own private (= non-manufacturer) label Product Differentiation Definition: “the creation of a product or product image that differs enough from existing products to attract customers” Standardized/homogeneous products Example—fast food: juicier hamburgers, crispier fries Pr