英国大学市场营销讲义Lect6Product brand Management.ppt

The Product/Service Definition:- That bundle of benefits which is received in the exchange process The Product and the Brand Ansoff’s Product/Market Growth Matrix PLC Useful or Useless? Useless Many external/uncontrollable factors influence life cycle Not empirically supported The ‘s’ shaped curve doesn’t appear much in practice – and then only class life cycle Which life cycle? Brand, form or class? PLC Useful or Useless? Useful Describes what may happen; doesn’t prescribe what will happen Describes what may happen; doesn’t prescribe what will happen Allows strategic planning for products In