当代商学概 3.pptVIP

当代商学概论 Fundamentals of Business Lecture 3: Products and Pricing What to cover today： Types of products Product life cycle New product development Product line and product mix Product differentiation Pricing strategies Exercises 1. Types of products 1.1 Consumer products 1.1.1 Three types of consumer products -- criteria for classification: the individual consumer’s buying attitude and behavior, i.e. how often it is purchased, how significant it is to the consumer, whether it is considered as high or low in value, how loyal the consumer is to a specific brand e.g. organic vegetables, Siemens washing machine, Evian mineral water, Christian Louboutin shoes Convenience goods 便利商品: usually low-priced, frequently bought, demanded on short notice, often purchased by habit without much time thinking about Shopping goods 购物商品: usually high-priced, less frequently bought, requires comparison and study before buying Specialty goods 特色商品: consumer’s strong conviction about certain brand, style or type and willingness to make a special effort to purchase, usually high in value, less frequently bought back From product to place: Convenience goods: to be sold in as many places as possible, such as supermarkets, convenience stores, neighborhood drugstores, vending machines (e.g. Pepsi, Wrigley’s gum, Kangshifu instant noodle) Shopping goods: to be sold in stores that are grouped together in planned shopping centers to facilitate consumer’s comparison (e.g. TV sets, SUV, furniture) Specialty goods: to be sold in any place whatsoever, requires less worries about distribution and retail location (e.g. Rolls-Royce limousines) 1.1.2 Income patterns and buying patterns multi-earner families 多收入家庭 vs. single-earner families 单收入家庭 the more income a family or an individual has, the smaller is the proportion of income required for absolute necessities discretionary/disposable income 可支配收入: -- what a consumer has to spend on things other than necessities the greater one’s dis