市场营销英语课件2.ppt

Marketing management Chapter 10 Product strategy Chapter objectives What are the characteristics of products? How can a company build and manage its product mix and product lines? How can a company make better brand decision? How can packaging and labeling be used as marketing tools? What marketing strategies are appropriate at each stage of product life cycle? What marketing strategies are appropriate at each stage of market’s evolution? What challenges does a company face in developing new products? What are the main stages in developing new products, and how can they be managed better? Augment product The new competition is not between what companies produce in the factories, but between what they add to their factory output in the form of packaging, services, advertising, customer advice, financing, delivery managements, warehousing, and other things that people value. Note: Each augment add cost Augment benefits soon become expected benefits. The competitor maybe offer a stripped-down version at very low price Product hierarchy Need family Product family Product class product line Product type Brand item Brand loyalty The degree to which consumers are committed to particular brands of goods or services depends on a number of factors: The cost of changing(switching) brands; The availability of substitutes; The perceived risk associated with the purchase; The degree to which they have obtained satisfaction in the past. Brand name decision Individual names Blanket family names Separate family names Separate family names for all product Company trade name combined with individual product names Suggest something about the product’s benefits Suggest product qualities such as action or color Easy to pronounce, recognize, and remmember Distinctive Not carry poor meaning in other language and nations Packaging strategy Affluence factors: