第12章产品、服务和品牌.ppt

六、创造客户至尊的企业文化 共同的价值观 优质服务的故事 管理者的支持 榜样的力量 团队的合作 创造自我领导小组 THE END THANKS Note to Instructor In slideshow view, click on movie icon to launch Swiss Army video snippet. See accompanying DVD for full video segment. Product mix width is the number of different product lines the company carries. Product mix length is the total number of items the company carries within its product lines. Product mix depth is the number of versions offered of each product in the line. Consistency is how closely the various product lines are in end use, production requirements, or distribution channels. * * Note to Instructor The text has an excellent example from Pampers: Pampers used to be thought of as functional benefits. Listening very closely to customers they learned Pampers are more about parent-child relationships and total baby care. They set to “be a brand experience; we want to be there to help support parents and babies as they grow and develop.” The equity of great brands has to be something that a consumer finds inspirational and the organization finds inspirational. “You know, our baby care business didn’t start growing aggressively until we changed Pampers from being about dryness to being about helping mom with her baby’s development.” * Note to Instructor The text has example for each of these: It should suggest something about the product’s benefits and qualities. Examples: Beautyrest, Die Hard, Intensive Care, Curves (women’s fitness centers). It should be easy to pronounce, recognize, and remember: Tide, Silk, iPod Touch, JetBlue. The brand name should be distinctive: Lexus, Zappos. It should be extendable: A began as an online bookseller but chose a name that would allow expansion into other categories. The name should translate easily into foreign languages. Before changing its name to Exxon, Standard Oil of New Jersey rejected the name Enco, which it learned meant a stalled engine when pronounced in Japanese * * * Note to Instructor Intangibility refe