市场营销MarketingManagingtheProductCh10.pptVIP

Managing the Product Steps in Managing Products Criteria for Effective Objectives Measurable Clear Unambiguous Time-framed – Consistent with long-term profitability of organization Product Strategies A product line is a firm’s total product offering designed to satisfy a single need for target customers (e.g., PG’s line of dish detergents: Dawn, Ivory, Joy) A product mix is a firm’s entire range of products (e.g., Gillette offers shaving products, deodorants, writing instruments, toothbrushes…) Quality as a Product Objective Product quality is the overall ability of a product to satisfy customer expectations Dimensions of product quality durability reliability precision ease of use product safety aesthetic pleasure Key Aspects of Quality Level determined by comparison with other brands in same product category Consistency customers experience the same level of quality in product time after time Product Life Cycle Product life cycle for the stand-alone fax machine for business use: 1970-2001 Marketing Mix During Product Life Cycle The PLC explains how features change over the life of a product Marketing strategies must change and evolve as a product moves through the PLC Introduction Full-scale launch of new product into marketplace Sales are low Little competition Limited distribution High marketing and product costs Promotion focused on product awareness and to stimulate primary demand – “pull strategy” Intensive personal selling to retailers and wholesalers – “push strategy” Growth Sales grow at an increasing rate Many competitors enter market Large companies may acquire small pioneering firms Promotion emphasizes brand advertising and comparative ads – “pull strategy” Wider distribution – “push strategy” Toward end of growth stage, prices fall Sales volume creates economies of scale Maturity Sales continue to increase but at a decreasing rate Marketplace is approaching saturation Typified by annual models of products with an emphasis on style rather than func