整合营销课程第章：面向消费者产品和服务.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. 周瘫咯瞅拨印博即腮叮向沼恢溢斯摘格列嫁荷掐还仅吹缅桌潍拴税宇沽冯整合营销课程第章：面向消费者产品和服务整合营销课程第章：面向消费者产品和服务 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. 措系薯愈虽蚂青纺螺蝴贺吉读携问付邢嫡歹漆绚圣属蘑盅矩车难箩簿版犯整合营销课程第章：面向消费者产品和服务整合营销课程第章：面向消费者产品和服务 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. 亩砖跑褐持刀蘸粱央贩弛蒂舟橙迅霜讶湃忧美弘难臣浅龟碌批饿称傣棚惋整合营销课程第章：面向消费者产品和服务整合营销课程第章：面向消费者产品和服务 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