市场营销 第9章课件.ppt

Product Concepts Chapter 9 Version 6e Product Concepts Product What is a Product? Types of Consumer Products Types of Consumer Products Product Items, Lines, and Mixes Gillette’s Product Lines and Mix Benefits of Product Lines Product Mix Width Product Line Depth Adjustments Product Modifications Planned Obsolescence Repositioning Product Line Extension Product Line Contraction Introducing New Products A new-to-the-world product (10%) A new product line (20%) An addition to existing product lines (26%) An improvement or revision of existing products (26%) A repositioned product (7%) A lo