ppt课件-internationalmarketing-marriottschoolofmanagement.pptVIP

PRODUCT MANAGEMENT *? 2004 Mark H. Hansen Product Management ? 2004 Mark H. Hansen Dimensions of a Product: ? Core Product ? Tangible Product ? Augmented Product ? Promised Product Core Product: ? what the consumer really wants from the product ? buys bran cereal for family… …wants healthy family ? it’s not the product itself, it’s what the product can bring about Tangible Product: ? the product itself ? appearance ? quality ? functionality Augmented Product: ? the product plus accompanying services ? service/maintenance ? buying environment ? warranties return policies Promised Product: ? status the product will bestow ? dependability ? trade-in value ? any aspect of the product that helps bring about the core product Product dimensions vary from consumer to consumer ? core and promised dimensions may be very individual in nature ? different people buy the same product for different reasons ? marketers need to understand consumer behavior Product Classifications ? convenience goods ? shopping goods ? specialty goods Goods Products and Services Products ? goods are tangible, traditional products ? services are intangible ? simultaneous production consumption ? difficult to evaluate ? relationships matter more Product Strategy Formulation Product Objectives ? Why have this product? ? growth ? using excess capacity ? market share ? target new segments Product Strategy Formulation Product Plan Product Lifecycle - Five Stages 1 – Product Development 2 - Introduction 3 - Growth 4 - Maturity 5 – Decline Product Strategy Formulation Product Strategies Approaches to the Market ? product differentiation - customers see a difference ? market extension - new uses for the product – Scotch tape ? market segmentation - develop new products for new segments Product Strategy Formulation Key Management Decisions ? product features ? packaging ? branding ? related services ? product mix ? product line decisions ? product deletio