中山大学吴柏林教授“广告策划与策略”绝密资料CHAP10.pptVIP

Chapter 10 Objectives Identify and describe characteristics of products. Explain how a company can build and manage its product mix and product lines. Determine how a company can make better brand decisions. Describe how packaging and labeling can be used as a marketing tool. Product Classifications As quickly as you can, list five products that are considered: a. Nondurable goods b. Convenience goods c. Shopping goods d. Specialty goods What is the difference between consumer goods and industrial goods? What is the difference between raw materials and manufactured materials? Product Mix Product Line Decision Product-line analysis Sales and profits Market profile Product-line length Line stretching: upmarket stretch, downmarket stretch Line filling Line featuring and line pruning What Is a Brand? Explain what is meant by each of the following levels of meaning for brands: Brand Equity Define the following terms: Brand awareness Brand acceptability Brand preference Brand loyalty Customer equity Loyal customer lifetime value Do You HaveBrand Loyalty? More Branding Decisions Good Brand Names: Packaging as a Crucial Marketing Tool Give specific examples how the following factors have contributed to the importance of packaging: Self-service Consumer affluence Company and brand image Opportunity for innovation Labeling List at least three things a product label does. What federal agency regulates labeling for food products? What is open dating? Unit pricing? Grade labeling? To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall 10-* * Five Product Levels ```` Potential product Augmented product Expected product Basic product Core benefit Quick Quiz Width: number of different product lines Length: total number of items within lines Depth: number of versions of each product Product Mix: all product lines offered Consistency Culture Attributes Personality Values Benefits User Let’s Discuss Quick Quiz No brand loyalty (customer will change) Satisf