整合营销课程第十章：面向消费者的产品和服务.ppt

Product Component Model （一）品牌的含义 品牌（Brand）是用以识别销售者的产品或服务，并使之与竞争对手的产品或服务区别开来的商业名称及其标志，通常由文字、标记、 符号、图案和颜色等要素或这些要素的组合构成。 品牌是一个集合概念，包括品牌名称（Brand Name）。指品牌中可以用语言称呼的部分。例如，可口可乐（Cocacola）；品牌标志（Brand Mark）。指品牌中可以被认知，但不能用言语称呼的部分。 （一）品牌的含义 h 10.3 Analyzing Product Components for Adaptation 10.3b Product Component Model-- core component The core component consists of the physical product - the platform that contains the essential technology - and all its design and functional features . Major adjustments may be costly because a change in the platform can affect product processes and thus require additional capital investment. Functional features can be added or eliminated depending on the market. 10.3 Analyzing Product Components for Adaptation 10.3b Product Component Model--packaging Packaging components frequently require both discretionary and mandatory changes. For example , some countries require labels to be printed in more than one language, while others forbid the use of any foreign language. Several countries are now requiring country -of-origin labeling for food products. 10.3 Analyzing Product Components for Adaptation 10.3b Product Component Model--packaging In some countries , laws stipulate specific bottle , can , and package sizes and measurement units . e.g. If a country uses the metric system , it will probably require that weights and measurements conform to the metric system. 10.3 Analyzing Product Components for Adaptation 10.3b Product Component Model-- Support Services The support services component includes repair and maintenance , instructions , installation , warranties , deliveries , and the availability of spare parts . Literacy rates and educational levels of a country may require a firm to change a product’s instructions. 10.3 Analyzing Product Components for Adaptation 10.3b Product Component Model--Conclusion The Product Component Model can be a useful guide in examining adaptation requirements of products destined for forei