ManagingProductLinesBrandsandPackaging幻灯片.pptVIP

?2000 Prentice Hall Objectives Product Characteristics Building Managing the Product Mix Product Lines Brand Decisions Packaging Labeling Components of the Market Offering Value-based prices Services mix and quality Product features and quality Attractiveness of the market offering Five Product Levels Potential product Augmented product Expected product Basic product Core benefit Specialty Products Unsought Products Shopping Products Buy less frequently Gather product information Fewer purchase locations Compare for: Suitability Quality Price Style Convenience Products Speci