chapter6-产品策略.pptxVIP

第6章 国际市场营销的产品策略Chapter 6 Product strategy of international marketing 国际市场营销的产品策略Product and overall product concept产品及产品整体概念International Product Life-Cycle strategy国际产品生命周期策略Product standardization and differentiation strategy 国际市场产品的标准化和差异化策略International branding and packaging strategy国际市场品牌、包装策略Product and overall product concept产品及产品整体概念What is a product?产品概念Concept of overall product产品整体概念Product classifications 产品分类What Is a Product?Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or wantBroadly defined, products include physical objects , services, events, persons, places, organizations, ideas, or a mixture of these.Concept of overall productCore benefitGeneric ProductExpected productAugmented ProductPotential ProductProduct ClassificationsConsumer products are products and services for personal consumptionClassified by how consumers buy themConvenience products 便利品Shopping products 选购品Specialty products 特殊品Unsought products 非渴求品Industrial products are products purchased for further processing or for use in conducting a businessClassified by the purpose for which the product is purchasedMaterials and parts 材料和零部件Capital items 资本项目Supplies and services 供应品及服务International Product Life-Cycle(PLC) 国际产品市场生命周期Product Life Cycle StrategyProduct Life Cycle in international market Product Life CycleProduct Life CycleIntroduction Slow sales growth and profits are nonexistent GrowthRapid market acceptance and increasing profits.Maturity Slowdown in sales growth and profits level off or declineDeclineSales fall off and profits dropProduct Life-Cycle Strategies高 价 格低价格Introduction StageRapid-skimming快速撇脂Rapid- penetration快速渗透高促销Slow-skimming缓慢撇脂Slow-penetration缓慢渗透低促销Product Life-Cycle StrategiesGrowth StageImproves product quality and adds new product features and modelsLowers prices at the right time to attract more buyersEnters new market segments and new distribution channelsShifts pro