市场营销Chap006.pptVIP

Tangible Product, Extended Product, Generic Product, Marketing Myopia, Product, Product Classification, Vertical Market, Horizontal Market, Quality, Value, Product Mix, Product Line, Width, Depth, Brand, Line Extension, Franchisee Extension, Dual Branding, Multibranding, Brand Equity, Packaging, Product Life Cycle, Fashions, Fads, Innovators, Early Adopters, Late Majority, Laggards, Product Audit, Attributes, Market Dimensions, Benchmarking, Organization of Product Management, Cross-Functional Teams Product and Brand Strategy Some Requirements for the Effective Use of Cross-Functional Teams in Product Management and New Product Development McGraw-Hill/Irwin ?2009 The McGraw-Hill Companies, All Rights Reserved Click to edit Master title style Click to edit Master text styles 1-* Chapter 6 Key Terms Elements of Product Strategy Three Perspectives of a Product Tangible product – Physical entity or service offered Extended product – Tangible product along with whole cluster of services that accompany it Generic product – Essential benefits the buyer expects to receive from the product Marketing myopia – Executives who view their company’s product too narrowly by overemphasizing the physical object itself Product Definition and Classification Product – The sum of the physical, psychological, physiological, and sociological satisfactions the buyer derives from purchase, ownership and consumption Two basic criteria for product classification End use or market Degree of processing or physical transformation Categories of Product Classification Agricultural products and raw materials – Grown or extracted from the land or the sea Fairly homogeneous Sold in large volume, and low value per unit Organizational goods – Purchased by firms for the purpose of producing other goods Raw materials and semi-finished goods Major and minor equipment Parts needed to complete other finished goods Supplies or items used to operate the business Categories of Product Classification C