L8 产品策略6-09课件.pptVIP

Marketing Mix;The Marketing Process;Marketing Strategy;Marketing Mix;The 4Ps of the Marketing Mix;Product;Marketing Mix;Marketing Mix;Product;Marketing Mix;;Marketing Mix;From“4P” to“4C”;Marketing Mix;服务营销组合（7Ps） ;4Rs Marketing Mix (美国营销学家舒尔茨);4Vs Theory;Lecture 8;A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or a need. Includes: Physical Objects Services Persons Places Organizations Ideas Combinations of the above A Service is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and don’t result in the ownership of anything. Examples include: Banking Hotels Tax Preparation Home Repair Services;;;;Product Attributes;Quality ;;Brand Strategy ;Line Extension Existing brand names extended to new forms, sizes, and flavours of an existing product category e.g., Streets Lite Chocolate Ice-cream Brand Extension Existing brand names extended to new product categories e.g., Samsung DVD player Multibrands New brand names introduced in the same product category New Brands New brand names in new product categories.;;Step 1. Survey customers to assess the value of current services and to obtain ideas for new services. Step 2. Assess costs of providing desired services. Step 3. Develop a package of services to delight customers and yield profits to the company.;;Width - number of different product lines;Original products, product improvements, product modifications and new brands that the company develops through its own research and development.;New Product Development Process;Adopter Categories;;New Product Development ProcessStep 2. Idea Screening;1. Develop New Product Ideas into Alternative Detailed Product Concepts;Part Two Describes Short-Term: Product’s Planned Price Distribution Marketing Budget; Business Analysis Review of Product Sales, Costs, and Profits Projections to